How Eileen Gu’s Chinese choice paid off big dollars: endorsing everyone from Louis Vuitton to Luckin Coffee, the Olympian could earn up to US$100 million – but still risks being cancelled

Feb 21 , 2022

Eileen Gu is China’s golden girl, but China watchers worry that her luck could run out at any time. Photo: @青蛙公主爱凌/Weibo

Beijing Winter Olympics 2022

Chinese netizens went nuts when Gu pulled off her Anta ski gloves to reveal Tiffany & Co. rings, and Luckin’s Gu-endorsed coffee and cup holders sold out in a snap

But could her cross cultural brand endorsements – potentially worth US$100 million – dry up if she says something controversial? China watchers seem to think so

When Eileen Gu won Olympic gold in the freeski big air, sales of her red Anta ski suit, complete with slipdrag reduction technology, surged 20-fold on Chinese e-commerce platform JD.com.

Luckin Coffee sold out of Gu-endorsed drinks, with a spike in cup holders bearing her image, and the Chinese chain immediately said it would launch more Gu-linked products throughout the year.

Eileen Gu is the newest spokesperson for Chinese chain Luckin Coffee. Photo: @luckincoffee瑞幸咖啡/Weibo

After the San Francisco-born skier won yet another medal for the half-pipe event in Beijing, her closely scrutinised decision to compete for China appears to be paying off – commercially at least.

Already Team China’s most popular athlete, the fashion model and incoming Stanford student is sponsored by two dozen brands, from French luxury conglomerate Louis Vuitton to mass market Chinese sportswear maker Anta.

Her global endorsements include Estee Lauder, Victoria’s Secret, Tiffany & Co. and Oakley, which have all targeted the China market in recent years.

Her rousing gold medal performance and soaring popularity in China could propel her into the ranks of the world’s top-earning athletes if she can continue to avoid major controversy.

Michael Payne, former marketing chief of the International Olympic Committee, cited China’s aim to get 300 million people involved in winter sports when he described the opportunity for Gu as unprecedented.