Eileen Gu: A Commercial and Athletic Powerhouse

The 2026 Winter Olympics are underway, and while many athletes strive for glory on the snow and ice, Eileen Gu stands out not just for her skiing talent but also for her impressive earning potential. Among Forbes’ 2025 list of the world’s highest-paid female athletes, Gu ranks prominently alongside tennis stars. As a freestyle skier, Gu may not have the same household recognition as Coco Gauff, Aryna Sabalenka, or Iga Swiatek, yet her income places her just behind these renowned names.

Since earning two gold medals and a silver at the 2022 Beijing Winter Olympics, Gu has consistently been among the top-paid female athletes. Her earnings are mostly derived from lucrative endorsements, not her sport itself. For instance, last year Gu only made $0.1 million from skiing while $23 million poured in from endorsements. Models like Victoria’s Secret and luxury brands such as Louis Vuitton, Porsche, Red Bull, and IWC Schaffhausen are some of the major labels she represents.

The rapid rise in exposure for women’s sports like freestyle skiing has not yet equaled higher base salaries for athletes; endorsements instead make up the majority of their earnings. Tennis is an exception as it offers equal prize money at major tournaments.

Gu’s marketability is amplified by her multicultural appeal. Raised in San Francisco but representing China, she engages a vast dual audience. She has millions of followers on platforms like Weibo and Douyin in China as well as on Instagram globally. Despite gymnastics from both the American and Chinese public at times, Gu’s cultural fluidity lets her maintain broad appeal.

Commentary around her decision to represent China rather than the United States has caused controversy. Prior to the 2022 Olympics, Gu faced criticism from U.S. commentators who deemed her switch unpatriotic. However, she has advocated for herself, emphasizing her contributions to skiing in China, including coaching and equipment donations. On social platforms, she defended her decision, urging critics to reflect on their contributions.

Her achievements extend beyond sports as she’s also excelled academically underlining her disciplined nature. Yet Gu’s passion remains strong for skiing; she’s committed to excellence and has expressed aspirations to contribute positively to her sport’s legacy.

Though challenges accompany her transnational identity, Gu’s commercial viability is solidified by her story, making her highly appealing to diverse brands. Her narrative stretches beyond skiing, and, as sports marketing expert Josh Hershman notes, Gu’s profile will sustain even if her competitive days were to conclude.

Eileen Gu’s strategic posture in both the sporting world and commercial space showcases an athlete not just winning on snow but thriving as a figure in the modern age where branding and sport converge powerfully.