Eileen Gu: From Olympic Champion to Commercial Powerhouse
Milan Cortina, Italy – As the 2026 Winter Olympics get underway, all eyes are once again on freestyle skier Eileen Gu. The 22-year-old athlete, who burst onto the scene with two gold medals and a silver at the 2022 Beijing Winter Olympics, has become as known for her lucrative endorsement deals as she is for her athletic prowess.
Gu’s earnings are an outlier among the world’s highest-paid female athletes. According to Forbes’ 2025 rankings, she earned an estimated $23.1 million, placing her above tennis stars Naomi Osaka, Madison Keys, and basketball’s Caitlin Clark. This figure dwarfs the $15 million earned by 41-year-old Lindsey Vonn, the next highest-earning Winter Olympian on the list.
While Gu is a formidable athlete – defending her big air and halfpipe titles at these Games – the vast majority of her income doesn’t come from her sport. Last year, she earned just $0.1 million from skiing, with a staggering $23 million coming from off-field endorsements.
Born in San Francisco, Gu represents China, a decision that has drawn both praise and criticism. She has navigated a complex landscape, responding to accusations of being “ungrateful” to the United States and “two-faced” from Chinese internet users. In response to criticism, Gu highlighted her 39 medals won for China over the past five years, and her contributions to the national team.
Gu’s appeal extends across both Eastern and Western markets. She boasts over seven million followers on her Weibo account, a Chinese social media platform, significantly more than her Instagram following. This broad appeal, combined with her athletic talent, has made her a highly sought-after brand ambassador.
Her portfolio includes long-term deals with luxury brands like Louis Vuitton, Tiffany & Co., Porsche, Red Bull, and Swiss watch manufacturer IWC Schaffhausen, as well as Chinese companies including Anta Sports, Bosideng jackets, Mengniu Dairy, and TCL electronics. She was previously on the cover of six different fashion magazines in China at age 16.
Experts note that Gu’s success is a “perfect storm” of factors. She possesses a compelling backstory, a relatable personality, and a strong work ethic. She’s also a young athlete at the top of her sport, making her particularly marketable. As Josh Hershman, Global COO at London-based sports marketing agency Ten Toes, explained, “for so many younger people, that will be aspirational.”
Gu’s journey to the top wasn’t always focused on professional skiing. It began as a weekend hobby, and her professional career only took off in her teens. She won her first junior World Cup event in Italy in 2019 while representing the United States.
Despite a recent injury that forced her to miss the Asian Winter Games and the world championships, Gu demonstrated her resilience with a victory at the first halfpipe event of the FIS Freestyle Ski 2025-26 season in December. She stated after the win, “I train like I’ve never won, and I compete like I’ve never lost.”
Hershman believes Gu’s commercial value would remain strong even if she stopped skiing, highlighting the power of celebrity culture and the ability to connect with audiences beyond athletic achievements.
Gu herself has emphasized the importance of her work having a positive impact, stating, “Getting lost in the magnitude of it all is the highest luxury.” While the financial rewards are significant, medals appear to remain her primary motivation.
