Eileen Gu: Winter Sports' Global Phenomenon Prepares for 2026 Milano Cortina Olympics
As the 2026 Milano Cortina Winter Olympics approach, all eyes are on Eileen Gu, the 22-year-old freestyle skiing sensation who continues to captivate audiences worldwide. Competing for China, Gu has established herself not just as a dominant force on the slopes but also as the most marketable athlete in winter sports today, blending athletic excellence with unprecedented commercial appeal.
Who is Eileen Gu? The Making of a Cross-Cultural Champion
Eileen Gu, known in China as Gu Ailing, was born on September 3, 2003, in San Francisco, California. Raised by her Chinese mother in the Bay Area, she developed a profound connection to Beijing through regular summer training trips from a young age. In a pivotal decision at age 15 in 2019, Gu chose to represent China internationally, aiming to inspire young girls in the country to embrace winter sports while tapping into a massive new market.
Her talent quickly became undeniable. At the 2022 Beijing Winter Olympics, Gu made history by becoming the first freestyle skier to win three medals at a single Games: gold in big air, gold in halfpipe, and silver in slopestyle. She earned the distinction of being the youngest Olympic champion in freestyle skiing, executing groundbreaking tricks like the forward double cork 1440 in halfpipe.
Balancing Elite Athletics with Academics and Fashion
Beyond her skiing achievements, Gu maintains a remarkable balance between elite competition and other pursuits. She has studied at Stanford University, exploring subjects such as international relations, while also building a successful modeling career. Represented by top agencies like IMG, her fashion portfolio includes runway appearances for luxury brands like Louis Vuitton and Victoria's Secret, along with numerous magazine covers globally.
"There is a massive audience out there for a Chinese athlete with global appeal," noted Rick Burton, a Syracuse University sports management professor and former chief marketing officer of the U.S. Olympic Committee, in a phone interview. "Gu checks all the marketability boxes and has so much going for her. Cross-cultural appeal, Olympic champion, young and dynamic."
Massive Earnings Driven by Lucrative Endorsements
While freestyle skiing offers limited prize money, Gu's off-snow income has skyrocketed. In 2025, she earned an estimated $23 million total, according to Forbes rankings, placing her fourth among all female athletes worldwide. Of this amount, only about $0.1 million (approximately $95,000 to $100,000) came from competition winnings and appearances, with the remaining nearly $23 million stemming from endorsements.
This figure dwarfs most Winter Olympians, surpassing even U.S. hockey star Auston Matthews ($21 million) and tripling the endorsement earnings of American skiing legends like Mikaela Shiffrin and Lindsey Vonn. Gu's 2025 earnings tie her near the top for female endorsement income, often mentioned alongside tennis star Coco Gauff in select reports.
Her endorsement portfolio features a mix of premium global and Chinese brands:
- Global partners: Porsche, Red Bull, IWC Schaffhausen
- Chinese brands: Anta Sports, Mengniu Dairy, Luckin Coffee, Bosideng, TCL (boosted by its Olympic Partner status)
Additionally, Gu serves as an ambassador for The Snow League, Shaun White's professional skiing circuit.
Strong Return and Medal Hopes for Milano Cortina 2026
After a brief hiatus for recovery and academic pursuits, Gu has returned to competition with renewed vigor. She claimed victory at the Laax Open slopestyle event in early 2026 and has spoken openly about rediscovering her passion for the sport.
At the Milano Cortina Winter Olympics, Gu is set to compete in all three women's freestyle skiing events:
- Slopestyle (qualifying on February 7)
- Big air
- Halfpipe
As a consistent podium threat in each discipline, Gu aims to add more Olympic medals to her collection while continuing to inspire fans across cultural boundaries. With her unique blend of elite skill, charismatic personality, and cross-border influence, Eileen Gu remains the undisputed most marketable figure in winter sports as the 2026 Games approach.
