Dutch speed skater Jutta Leerdam has been cleared of ambush marketing after revealing her Nike sports bra following her 1000 metre win.
The 27-year-old, who is engaged to influencer-turned-boxer Jake Paul, was overcome with emotion when she crossed the finish line and discovered she'd bagged Gold during the race on 9 February.
She also claimed Silver in the Women's 500m on February 15.
Moments after her win, Leerdam pulled down the zip on her orange and blue skating suit, which showed a white Nike sports bra underneath — a move which marketing experts say could have earned her a hefty $1 million payday, thanks to her sponsorship with the sportswear brand.
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While some people have accused the athlete of ambush marketing, especially since the skating suits are sponsored by FILA, International Olympic Committee TMS Managing Director Anne-Sophie Voumard doesn't believe this to be the case.
What is ambush marketing?
Merriam-Webster's dictionary describes it as 'marketing in which a company attempts to advertise and promote its products by associating them with a public event (such as a major sporting event) without paying the fees that an exclusive sponsor is required to pay'.
Ambush marketing is a common occurrence at major sporting events like the Olympics, and in some cases it can result in fines and lawsuits being issued, but what about Leerdam's case?
The International Olympic Committee's verdict
"I’m not an expert in speed skating, but I understand this (unzipping the uniform after a race) is normal practice for speed skaters when they finish their race because the suit is very tight," Voumard said, as per the Sun.
“It is normal practice and not a case of ambush marketing.”
The IOC's marketing media guide for the 2026 Winter Olympics says 'preserving the commercial value of the Olympic brand,' is taken very seriously and that 'unauthorised use of the Olympic rings or other Olympic properties – known as ambush marketing – can damage the integrity of the brand.'
It adds that doing so could 'undermine the value of official partnerships and affect the IOC’s ability to generate revenue that supports athletes and sports organisations at all levels around the world.'
Nike's official Instagram account, which boasts nearly 300 million followers, shared a photo of Leerdam moments after her win with the bra on show, writing: "When you’re this fast, you don’t ask for permission."
Jake Paul's reaction to Leerdam's win
The Olympic medallist's fiancé Paul, made headlines when he was pictured breaking down in tears in the stands when Leerdam crossed over the finish line in first place.
Sharing videos of the win and his reaction to Instagram, Paul wrote: “I’M SO PROUD OF YOU,” and “MY BABY JUST SET THE OLYMPIC WORLD RECORD.”
In another post, picking up his fiancée, he wrote: “We just witnessed one of the most important sporting moments ever. The doc will tell. Words can’t describe how proud of you I am.”
He’d been showing plenty of support for Leerdam ahead of the event too, writing: “Today is your day baby. You’ve worked your whole life for this.
"We all love and support you so much, go get em champ.”
Topics: Olympics, Winter Olympics, Sport
Emma Rosemurgey