The Making of Teenage Olympic Gold Medalist and Commercial(2)
At the year-end of 2018, she suffered from a concussion and experienced memory loss when she was training during the World Cup China competition. The serious injury did not stop the superstar from winning the championship at the World Cup Italy two weeks later.
In March 2021 right before the World Ski, Gu was hit by avulsion fracture and ligament tear. She put off the surgery for her injuries for the competition and won two golds and one bronze in Halfpie, Slopestyle and Big Air respectively.
At the 2022 Winter Olympics Big Air, Gu made the decision to perform a difficult 1620 that she had never done before. She completed it with a perfect landing and brought home a gold medal.
Gu manages her time extremely well as she faces pressure from both training and schoolwork. She would always utilize the precious time to study and complete her school assignments when commuting to ski fields.
Gu has also set the task to sleep for ten hours for herself to reach a balance in life. She believes that talent only plays a small part in her success while hard work and discipline are what made a difference.
Apart from her incredible achievements in snow sports and academic work, Gu also has a variety of interests and hobbies, including piano, horse-riding, basketball, painting, swimming, singing and even ballet.
It is simply incredible for Gu to excel in so many fields.
But at the end of the day, the superstar is still an 18-year-old teenager who also has some childlike sides. In the documentary titled Everyday Eileen, Gu’s fans got to see her ski helmet with a cat drawing on it. During the Winter Youth Olympic Games, Gu would draw up a kitten on the back of her hand because she believed the kitten would bring her luck.
Gu’s lucky charm did not bring her luck at a competition one time. “I think the cat was hungry, or just feeling pissed,” Gu said, trying to think of reasons why the lucky charm did not work.
There is no doubt that there lie ahead many possibilities for Gu.
She loves fashion and would attend fashion events. Many of the clothes she wore for competitions were designed by herself. It is fair to say that Gu might also have a knack for fashion design.
As for her academic path, Gu revealed that she might major in International Relations, Public Policy or Molecular Genetics in college during an interview with the Associated Press in February 2022.
It might not even surprise anyone if one day Gu becomes a chef. There are just simply so many possibilities for Gu in the future.
Gu’s massive commercial value
Gu had less than ten big-name sponsors before 2021. Her sponsors included Mengniu, Anta, Red Bull and Faction Skis, most of which are inherently associated with the sports industry.
In 2021, however, Gu gained brand ambassadorships from more than 20 brands, including Louis Vuitton, Estée Lauder, Cadillac, China Mobile, Luckin Coffee, Genki Forest and JD.com, covering a wide range of sectors such as sports, cosmetics, home appliances, banking and even telecommunication.
Image: Gu's brand deals
Why do brands favor Gu?
Gu’s success in snow sports plays an important role in her commercial value. As the only athlete that competes in three categories in skiing, every medal that Gu claims shapes China’s record in freestyle skiing.
Gu is also the only athlete that has acquired the champion title in World Cup Copper Hill, Calgary (twice) and Mammoth Mountain. At X Games, Gu took home two golds and one bronze, becoming the first Chinese athlete to win gold at X Games.
Besides her brand as a skiing genius, Gu is also backed by top-notch modeling agency IMG. Gu has already been featured in major fashion magazines such as Vogue, Harper's Bazaar and Elle.
Gu’s increasing popularity in the fashion industry has also brought her many commercial opportunities.
In addition, the entertainment industry in China is suffering from a moral hazard as celebrities’ unethical and even illegal behavior was exposed, which has caused major losses to brands that the entertainment stars were working with. From the perspective of brands, Gu has a positive image that seems to be more stable, which qualifies her as an ideal brand ambassador.
Gu had been appearing in the commercials that were displayed in elevators, subway, shopping malls and on social media before the 2022 Beijing Winter Olympics.
But how much commercial value does Eileen Gu have?
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