Overview
- Leerdam won gold in the 1,000 meters with an Olympic record and added silver in the 500 meters at the Milan–Cortina Games.
- Moments after the 1,000 m, she unzipped her suit to reveal a white Nike bra, a photo Nike shared with its nearly 300 million Instagram followers.
- Marketing specialists, including Frederique de Laat, estimate the single exposure at roughly €850,000 to about $1 million, citing her 6.2 million Instagram following and sponsored-post rates above €60,000.
- Dutch retailer Hema quickly promoted a waterproof eyeliner using images from her tearful celebration.
- Public figures in the Netherlands, notably Johan Derksen, criticized what they view as ostentatious behavior, including reports of private-jet travel.