Key Highlights
- Eileen Gu earns $23 million a year from endorsements despite only making $100,000 from her sport.
- The 22-year-old has won three Olympic medals and is ranked among the highest-paid female athletes globally.
- Her commercial success spans fashion brands like Victoria’s Secret and luxury watchmaker IWC Schaffhausen.
- Criticism for representing China led Gu to defend herself, citing her achievements in skiing and cross-cultural appeal.
Eileen Gu: The High-Profile Athlete’s Brand Strategy
When Eileen Gu stepped onto the international stage at the 2022 Beijing Winter Olympics, she did so not just as a promising young skier but with an already established brand. Born and raised in San Francisco, Gu switched her allegiance to represent China in 2019, a decision that set the stage for both acclaim and controversy.
Commercial Powerhouse
The majority of Gu’s earnings come from off-field endorsements. She has walked the runway for high-profile brands like Victoria’s Secret and Louis Vuitton. IMG, her management company, describes her as a “perfect storm” due to her dual heritage, which provides appeal in two of the world’s largest markets: China and the United States.
Gu’s commercial portfolio includes long-term deals with Western brands such as Porsche, Red Bull, and Swiss watch manufacturer IWC Schaffhausen.
In China, she has endorsed Anta Sports, Bosideng jackets, Mengniu Dairy, and recently signed with TCL electronics. These endorsements not only reflect her marketability but also the growing importance of cross-cultural appeal in sponsorship deals.
Controversy and Defense
The decision to represent China was met with criticism from some quarters. Tucker Carlson at Fox News described Gu as “dumb” for making such a switch, while Will Cain accused her of being “ungrateful.” Gu addressed these criticisms directly on The Burnouts podcast in 2025, feeling angry about the one-sided online bullying and questioning why she couldn’t be invited to defend herself.
In response to social media backlash, Gu posted on Douyin, a Chinese video-sharing platform, defending her actions. She highlighted her achievements as an athlete and advocate for women in skiing, emphasizing that her dual representation is part of what makes her relatable to young audiences across both markets.
Work Ethic and Ambition
Beyond the commercial aspect, Gu’s commitment to her sport is evident. She trains relentlessly, often staying an extra hour after training sessions to prove her worth as a winner. In December 2025, she won back-to-back World Cup victories in halfpipe events, showcasing not only her talent but also her drive.
Gu’s work ethic and commercial savvy have positioned her uniquely within the world of freestyle skiing.
While her on-field success is undeniable, it is her off-field brand that truly sets her apart. As one of the highest-paid female athletes globally, Gu continues to navigate the complex landscape of athlete endorsements with both skill and resilience.
For now, Eileen Gu remains a compelling case study in the intersection of athletic talent, commercial success, and cross-cultural appeal. Her story is not just about skiing but about how an athlete can leverage their platform for personal gain and broader influence.
