2022 Beijing Olympics - Victory Ceremony - Freestyle Skiing - Women's Freeski Big Air - Beijing Medals Plaza, Beijing, China - on Feb 8, 2022. Gold medallist Gu Ailing Eileen of China celebrates on the podium.BEIJING - When Eileen Gu won Olympic gold in the Big Air, sales of her red Anta ski suit, complete with slip drag reduction technology, surged 20-fold on Chinese e-commerce platform JD.com.
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. 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.
Following her freeski Big Air gold medal win, Tiffany & Co began trending on Chinese social media after she removed her Anta gloves to reveal four rings that netizens quickly identified as made by the LVMH-owned jeweller, which Gu endorses.Chinese media has buzzed with speculation over Gu's endorsements, with the Beijing News reporting her fee at $2.5 million after-tax and total earnings from brand deals in the past year over 100 million yuan, citing industry sources.
"She gives the Chinese public happiness, so there is no shame in seeking a commercial return," Hu wrote. "But the political elements need to be minimised as much as possible. It is risky for Gu Ailing to be that kind of a vector," he said.
She made excellent decision ! Go Gu !!