Jutta Leerdam could earn $1million (£730,000) from Nike, whose sports bra she showed off at the Winter Olympics, an advertising expert has claimed.
The Dutch skater, 27, who is the fiancée of Jake Paul, has already won gold at the Winter Olympics and claimed a silver medal on Sunday.
After winning in the 1,000m speed skating to clinch gold last Monday, setting an Olympic record in the process, Leerdam unzipped her racing suit to show off her white Nike undergarment.
The image of the visibly emotional Leerdam quickly hit the back pages of newspapers and websites across the globe – and was quickly redistributed by Nike’s 298 million Instagram followers.
And, according to Fredereique de Laat, the founder of Branthlete who specialises in female athlete advertising, the 27-year-old could be heavily incentivised for her brand deal.
‘With Nike, I suspect you’re looking at a figure of over a million,’ de Laat told Dutch newspaper AD.
Jutta Leerdam showed off her Nike bra after winning gold at the Winter Olympics last week
The 27-year-old speed skater could earn $1million from Nike, an advertising expert has said
Leerdam won the 1,000m speed skating to clinch gold and set an Olympic record in the process
Meindert Schut, editor-in-chief of the business magazine Quote told NOS that Leerdam – who boats 6.2 million followers – could earn around one cent (£0.0079 – £0.0081) of the sum per follower and sponsored Instagram post.
It means she could stand to earn 62,000 euros (£54,000) per post featuring Nike.
Leerdam also found herself being targeted by Dutch retailer Hema in the wake of her gold medal win, after her makeup ran down her face when she cried.
Promoting eyeliner, Hema wrote: ‘Water-resistant, even with tears of joy.’
Leerdam’s two medals at the Games is a particular story of success given she crashed out of qualifying in late December for her signature 1,000m event.
She relied on the Dutch Olympic Committee to pick her for her strongest event, repaying that faith by winning gold in commanding style.
Her YouTube star-turned boxer boyfriend Jake Paul cried with happiness when she won and later said: ‘Man, words can´t even describe it. It’s the greatest feeling (of) anything I’ve ever witnessed, to be honest.
‘Just the amount of hard work that goes into it. Like 99.9 per cent of people will never understand. And she pulled it off, under the most amount of pressure ever.’
Leerdam pictured alongside her Youtuber-turned-boxer partner Jake Paul
Later in the day, Paul shared a video of him partying with Leerdam after she had won her second medal of the Games.
‘Time to celebrate,’ Paul captioned the video, where he was seen kissing his fiancée.
Earlier in the Games Leerdam was branded a ‘prima donna’ and ‘diva’ following her decision to fly to the Winter Olympics on a private jet.
She had documented her private flight to Milan-Cortina on Instagram. With her entourage in tow, Leerdam was greeted onto the jet with custom flags and handmade cupcakes with a message of support iced on them.
The jet’s television screen had also been transformed to an orange background with Leerdam’s picture on it. Paul commented on the post, writing: ‘Time to shine’.
Upon her arrival, Leerdam then appeared to take a private car with her friends to the athletes’ village and then posed for selfies in front of the iconic Olympic rings before starting to practice.
It comes after Leerdam was branded a ‘diva’ for traveling to the Winter Games on a private jet
Leerdam’s antics have reportedly not gone down well back home and former Dutch footballer turned analyst Johan Derksen did not hold back on the 27-year-old.
He said: ‘She should want it of her own accord. She’s already living like a millionaire, with private jets and everything.
‘Her behavior is horrible to me, like that of a diva. If I were her coach, I wouldn’t tolerate that.
‘Gradually the whole of the Netherlands is starting to get a bit fed up with her behavior.’
