Jutta Leerdam with Olympic Gold: Athletic Success in the Shadow of Marketing Controversies

Dutch speed skater Jutta Leerdam dominated the competition on the speed skating track during the Milan-Cortina 2026 Winter Olympic Games. The athlete won the gold medal in the 1000 meters, setting a historic time of 1:12.31, and secured silver in the 500 meters. Despite indisputable athletic successes, media attention focused on her behavior off the track and image-building actions deemed provocative in her homeland. A wave of criticism was sparked by her arrival in Italy via private jet, which Dutch commentators, including Johan Derksen, labeled as behavior worthy of a "prima donna." Further controversy arose from the skater's gesture immediately after crossing the finish line, when she unzipped her suit, exposing her sports bra. Marketing experts, such as Frederique de Laat, immediately assessed this as a calculated business move aimed at bringing the athlete multi-million-dollar profits. The origins of speed skating in the Netherlands date back to the 13th century, when canals served as natural ice tracks. Since the 1960s, this discipline has become the Dutch national sport, where professionalism has traditionally been prioritized over individual showmanship. In response to numerous attacks, Leerdam published a moving post on social media. Instead of a traditional photo with a medal, she showed her face with smeared, tear-streaked makeup, intended as a manifesto against objectification and judging women solely based on appearance. The athlete emphasized that throughout her career, she had been stigmatized for caring about aesthetics, which allegedly conflicted with her training discipline. The International Olympic Committee considered imposing a penalty for suspected hidden promotion of a sponsor (so-called ambush marketing), but these allegations were ultimately dismissed. Her partner, well-known American boxer and celebrity Jake Paul, also commented on the matter, whose presence further fueled tabloid media interest. This situation revealed a deep divide between the traditional perception of an athlete in the Netherlands and the model of a modern, global star who combines outstanding results on the ice with building a powerful personal brand. Modern Olympic Games have long grappled with the so-called Rule 40, which limits athletes' advertising opportunities during competitions, protecting the interests of the organizing committee's main sponsors. „It's such an irony because my eyeliner and makeup were something I was judged for throughout my entire career. I want to show that you can be a disciplined athlete and care about your femininity at the same time.” — Jutta Leerdam 1:12.31 — new Olympic record in the 1000 meters [{"pozycja": 1, "nazwa": "1000-meter race", "info": "Gold medal and Olympic record", "wynik": "1:12.31"}, {"pozycja": 2, "nazwa": "500-meter race", "info": "Silver medal", "wynik": "37.12"}]