The ruling last weekend puts an end to the controversy surrounding Leerdam’s viral moment at the 2026 Milano Cortina Games.
The International Olympic Committee (IOC) confirmed that unzipping a competition suit after a race is a common thing that speed skaters do to cool down, dismissing accusations of a marketing play.
The incident occurred on Feb. 9, after Leerdam secured gold and set a new Olympic record in the women’s 1,000m speed skating event. Overcome with emotion, she unzipped her tight racing suit, revealing a white sports bra from a major sportswear brand. Photos of the tearful athlete quickly went viral globally, sparking debate over the Olympics’ strict regulations regarding unauthorized advertising and brand display. Marketing experts estimated the exposure could earn Leerdam up to of US$1 million through her sponsorship deals.
Following a review, the IOC concluded there was no breach of rules.
“I’m not a figure skating expert, but I understand that opening one’s suit after a competition is normal for skaters. Especially since the suit is very tight. It’s common practice and not a marketing ploy,” said Anne-Sophie Voumard, IOC marketing director.
Despite avoiding sanctions in Italy, Leerdam faced significant backlash in her home country. Former Dutch footballer Johan Derksen publicly called her a “diva,” heavily criticizing her decision to travel to the Games on a private flight with customized flags and handmade cupcakes instead of flying with her teammates. She skipped the opening ceremony at the San Siro Stadium, choosing to watch from her private room while the rest of the Dutch delegation marched.
Regardless of the criticism, experts note that Leerdam’s commercial value has skyrocketed following the win. Professor Rob Wilson, a sports business and finance expert, estimates her income could reach between $10 million and $14 million annually during this Olympic. He suggests her blend of professional dominance and massive social media influence positions her perfectly to expand into beauty, healthcare and luxury goods, Daily Mail reported.
Since turning professional in 2018, Leerdam has collected one Olympic gold, two Olympic silvers and five world championships.
Dubbed the “Ice Queen” by Fox Sports and the “Social Media Queen” by Reutersshe boasts over 6.3 million Instagram followers. Her high-profile relationship with YouTuber and boxer Jake Paul has further expanded her global reach, with two of her post-victory posts quickly amassing huge interactions.
Leerdam has also used her platform to push back against critics who judge her for wearing heavy makeup and maintaining a glamorous image on the ice. In a recent Instagram post, she shared a photo of herself crying after her victory with her black eyeliner smudged. She wrote that the raw image perfectly captured her Olympic journey, emphasizing that appearance does not define an athlete’s dedication or ability.
Reflecting on the scrutiny she has faced throughout her career, Leerdam noted that her feminine style gives her confidence and strength.
“A reminder that you can be soft and strong, disciplined and feminine, all at once,” she wrote on Instagram. “Never let anyone dim your light.”
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