Eileen Gu: A Commercial Powerhouse in Freestyle Skiing
Freestyle skier Eileen Gu has consistently ranked among the world's highest-paid female athletes, with her earnings primarily derived from endorsements rather than competition prize money. She recently placed on Forbes' 2025 list with an estimated $23.1 million, $23 million of which came from off-field endorsements. This positions her above many well-known athletes, including those with higher on-court earnings like tennis stars.
Her earnings primarily derived from endorsements rather than competition prize money.
Endorsement Dominance & Olympic Success
Gu, an Olympic champion, won two gold medals and a silver at the 2022 Beijing Winter Olympics. Since her success there, she has maintained a top-five position in athlete earnings.
Her extensive endorsement portfolio includes major international brands such as Victoria’s Secret, Louis Vuitton, Porsche, and Red Bull. She also partners with several prominent Chinese companies like Anta Sports and TCL electronics.
This reliance on endorsements is a common trend in women's sports, where increased exposure has often outpaced salary growth from traditional competition earnings.
Marketability and Global Appeal
Gu's exceptional marketability is attributed to a combination of factors. These include her undeniable athletic talent, her early career entry into the fashion industry, and her unique American and Chinese heritage.
Born and raised in San Francisco, Gu made the strategic decision to represent China in 2019. This choice effectively appealed to two of the world's largest consumer markets. She also boasts a substantial social media following, particularly on Chinese platforms like Weibo.
Navigating Controversy and Dual Identity
Gu's decision to represent China has not been without controversy, drawing criticism from both American and Chinese commentators. This has led to accusations of being "ungrateful" or "unpatriotic."
She has publicly defended her choice by detailing her contributions to China and its national team. Her citizenship status remains a topic of discussion, as China prohibits dual citizenship. However, Gu has stated she identifies as American in the U.S. and Chinese in China.
Sustained Success Beyond the Slopes
Despite public scrutiny, Gu maintains a strong public profile. She skillfully balances her demanding academic pursuits at Stanford and Oxford with her ongoing athletic career. Her approach combines high-profile photoshoots with more relatable social media content, enhancing her broad appeal.
Her relentless work ethic is cited as a key driver for her continued success in competitive skiing, where she recently secured her 19th World Cup victory following an injury. Experts suggest that Gu's commercial value is likely to endure even if she were to retire from skiing, given her established celebrity status and strong public appeal.