Key Highlights
- Eileen Gu earns $23.1 million annually from a mix of sports and commercial activities.
- $0.1 million of her earnings come directly from skiing, highlighting the disparity between on-field and off-field revenue in women’s sports.
- Gu has over 20 million followers across social media platforms, making her a significant brand asset.
- Her success is attributed to her dual cultural heritage and marketability in both China and the United States.
The Golden Girl: Eileen Gu’s Dual Identity
Eileen Gu stands out among elite athletes not just for her athletic prowess but also for her commercial savvy. Born in San Francisco, she switched to represent China in 2019 and has since become a global sensation. Her story is one of dual heritage, where her American and Chinese roots blend to create an unparalleled market opportunity.
From Skiing Champion to Fashion Icon
In 2022, Gu won three Olympic medals in freestyle skiing at the Beijing Winter Olympics, making her the youngest-ever champion in that discipline. However, it is off-field endorsements and commercial deals that have made her a household name. She has walked for major fashion brands like Victoria’s Secret and Louis Vuitton, earning $23 million from such ventures compared to only $0.1 million from skiing itself.
Marketing Spin and Brand Power
The discrepancy in earnings reflects the broader reality of women’s sports where on-field performance often does not translate into substantial financial rewards. Josh Hershman, a Global COO at Ten Toes, explains that despite Gu’s success as an athlete, her commercial potential is immense due to her unique cultural and market appeal. “They have the same celebrity pull of being big names in their sports and make perfect brand endorsers,” he says.
Endorsements and Sponsorships
Gu’s endorsement deals span a wide range of industries, from luxury watchmakers like IWC Schaffhausen to Chinese brands such as Anta Sports. She is also part of long-term partnerships with Western companies including Porsche and Red Bull. Her decision to represent China has not been without controversy, but it has amplified her global reach.
A Discrepancy in Earnings
The stark difference between Gu’s earnings from skiing ($0.1 million) and overall income ($23 million) highlights a broader issue within women’s sports. While on-court performance is crucial, the commercial world often offers higher returns due to increased exposure and marketability.
Gu’s Public Persona
In response to criticism for representing China, Gu has been vocal about her commitment to both nations. “When I’m in the U.S., I’m American, but when I’m in China, I’m Chinese,” she stated. This dual identity reflects a complex narrative of global citizenship and cultural heritage that resonates with young audiences.
As the 2026 Winter Olympics approach, Gu’s story serves as a reminder of how commercial success can coexist with athletic achievements, especially for athletes like her who operate in multiple markets.
