Winter Olympics chiefs reach verdict on Jutta Leerdam’s ‘$1m underwear-flashing gesture’ after Jake Paul’s fiancée faced covert marketing claims

A ruling has been reached on the controversial ‘underwear flash’ following Jutta Leerdam’s gold medal victory at the Winter Olympics, with the IOC ruling there was no infringement.

The 27-year-old Dutch figure skater, who is Jake Paul’s fiancée, made headlines when she unzipped her racing suit to reveal a white Nike sports bra after winning gold in the 1000-meter speed skating race, where she set an Olympic record.

The image of a visibly emotional Leerdam quickly appeared on the back pages of newspapers and websites around the world and was quickly redistributed by Nike’s 298 million Instagram followers; As a result, there were reports suggesting that he could earn $1 million from sportswear giants.

But there were fears his post-race move could land him in hot water, given the IOC’s strict rules on sponsor advertising during competition.

However, on Thursday it was confirmed that the Dutch skater had not committed any violations.

‘I’m no figure skating expert, but I know it’s normal for skaters to open one’s costume after a competition. Especially since the suit was so tight. “This is not a marketing tactic, it is common practice,” said IOC marketing director Anne-Sophie Voumard.

Leerdam showed off her Nike bra after winning gold at the Winter Olympics last week

Leerdam’s success at the Winter Olympics has turned it into a marketing powerhouse

But Leerdam’s escape did not save him from wider criticism; The 27-year-old actress was called out for her “diva” behavior throughout the event, and her choice of luxury treatment was not well received.

Former Dutch footballer Johan Derksen has led critics’ criticism by criticizing his decision to travel to Italy on a luxury private jet rather than with his team-mates.

‘His behavior is terrible to me, like that of a diva,’ Derksen said when speaking to Dutch media about his high-profile public persona before the event.

‘If I were his coach I wouldn’t tolerate this. ‘Slowly the whole of Holland is getting a little tired of his behavior,’ he added harshly.

Leerdam added fuel to the fire by skipping the Opening Ceremony, opting to watch the event from his bed as his teammates walked through the stadium.

Images of his private jet, complete with custom flags and handmade cakes, deeply divided influencers and sports fans on social media.

Meanwhile, Professor Rob Wilson, one of the leading authorities on sports business and finance, believes Leerdam’s earning potential is only expected to increase after the Closing Ceremony and even sees her following in the footsteps of the Games’ most bankable star and Red Bull athlete, freestyle skier Eileen Gu.

While Leerdam is unlikely to reach the levels achieved by Premier League footballers, Prof Wilson said his earning capacity is by no means insignificant.

Dutch speed skater faces criticism for antics during Milan Cortina Games

Speed ​​skater backed by YouTuber-turned-boxer in Milan-Cortina

“Given the combination of her catwalk success and her high engagement on social media, you’re probably talking somewhere between £8m and £10m ($10.9m-$13.6m) a year, particularly during the height of the Olympics,” Wilson told the Daily Mail.

‘I think this will be achievable if they continue to diversify into products beyond this type of traditional sportswear, whether it’s beauty, wellness or luxury products, that will really build their deals.’

Leerdam has more than 6.3 million followers on Instagram, with a single post documenting her day after winning the gold medal garnering 1 million likes. While her relationship with Paul may have introduced her to new audiences, her various posts celebrating his success have been far less profitable.

What is undeniable is that Paul and Leerdam together represent a serious marketing opportunity for brands.