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English|The Making of Teenage Olympic Gold Medalist and Commercial Star Eileen Gu( 三 )


But at the end of the day, the superstar is still an 18-year-old teenager who also has some childlike sides. In the documentary titled Everyday Eileen, Gu’s fans got to see her ski helmet with a cat drawing on it. During the Winter Youth Olympic Games, Gu would draw up a kitten on the back of her hand because she believed the kitten would bring her luck.
Gu’s lucky charm did not bring her luck at a competition one time. “I think the cat was hungry, or just feeling pissed,” Gu said, trying to think of reasons why the lucky charm did not work.
There is no doubt that there lie ahead many possibilities for Gu.
She loves fashion and would attend fashion events. Many of the clothes she wore for competitions were designed by herself. It is fair to say that Gu might also have a knack for fashion design.
As for her academic path, Gu revealed that she might major in International Relations, Public Policy or Molecular Genetics in college during an interview with the Associated Press in February 2022.
It might not even surprise anyone if one day Gu becomes a chef. There are just simply so many possibilities for Gu in the future.
Gu’s massive commercial valueGu had less than ten big-name sponsors before 2021. Her sponsors included Mengniu, Anta, Red Bull and Faction Skis, most of which are inherently associated with the sports industry.
In 2021, however, Gu gained brand ambassadorships from more than 20 brands, including Louis Vuitton, Estée Lauder, Cadillac, China Mobile, Luckin Coffee, Genki Forest and JD.com, covering a wide range of sectors such as sports, cosmetics, home appliances, banking and even telecommunication.
English|The Making of Teenage Olympic Gold Medalist and Commercial Star Eileen Gu
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Image: Gu's brand deals
Why do brands favor Gu?Gu’s success in snow sports plays an important role in her commercial value. As the only athlete that competes in three categories in skiing, every medal that Gu claims shapes China’s record in freestyle skiing.
Gu is also the only athlete that has acquired the champion title in World Cup Copper Hill, Calgary (twice) and Mammoth Mountain. At X Games, Gu took home two golds and one bronze, becoming the first Chinese athlete to win gold at X Games.
【English|The Making of Teenage Olympic Gold Medalist and Commercial Star Eileen Gu】Besides her brand as a skiing genius, Gu is also backed by top-notch modeling agency IMG. Gu has already been featured in major fashion magazines such as Vogue, Harper's Bazaar and Elle.
English|The Making of Teenage Olympic Gold Medalist and Commercial Star Eileen Gu
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Gu’s increasing popularity in the fashion industry has also brought her many commercial opportunities.
In addition, the entertainment industry in China is suffering from a moral hazard as celebrities’ unethical and even illegal behavior was exposed, which has caused major losses to brands that the entertainment stars were working with. From the perspective of brands, Gu has a positive image that seems to be more stable, which qualifies her as an ideal brand ambassador.
Gu had been appearing in the commercials that were displayed in elevators, subway, shopping malls and on social media before the 2022 Beijing Winter Olympics.
But how much commercial value does Eileen Gu have?
Gu’s pricing for being a brand ambassador is two million dollars for a year, financial news media Global Netrepreneur reported, quoting an unnamed agent who claimed to have worked with Gu before. The final price can vary depending on the brand and the contract details, the source said.
In 2021, Gu’s signing fee was around 20 million yuan, Caijing reported. The pricing is much higher than that of badminton player Lin Dan and swimmer Sun Yang at their peak. Gu’s current commercial value might be only second to legendary basketball player Yao Ming in China’s sports industry.

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