The Moment
Leerdam captured gold in her signature event, the 1000m race, setting an Olympic record in the process. As she celebrated, she unzipped her uniform top, revealing the Nike sports bra underneath.
That split second of exposed branding could be worth a fortune.
The Money
According to marketing experts cited by the Toronto Sun, Leerdam stands to make approximately $1 million from Nike alone for that moment.
“With Nike, I suspect you’re looking at a figure of over a million.”
The Context
Leerdam’s Olympic journey wasn’t without controversy. She faced backlash for allegedly taking a private plane to the Games. But all that was forgotten when she delivered gold in record time.
The 27-year-old, seven-time world champion, has now cemented her legacy—and significantly boosted her bank account.
The Bigger Picture
Leerdam’s moment highlights a new reality in Olympic marketing: the games themselves are just the beginning. What happens after the viral moments, the brand exposure, the social media engagement can be worth more than any medal.
For Leerdam, unzipping her uniform wasn’t just a celebration. It was a business decision worth seven figures.