By Eduardo Baptista

BEIJING, (Reuters) – After Eileen Gu was awarded the Olympic Gold in Big Air, Chinese e-commerce site JD saw sales of Eileen Gu’s red Anta ski suit with slipdrag reduction technology increase 20 times.

Luckin Coffee (OTC) Gu-endorsed beverages were sold out, causing a surge in cups displaying her image. The Chinese chain then announced that it will launch additional Gu-related products throughout the year.

The San Francisco-born skier was preparing for Tuesday’s slopestyle final. She also hoped to win a second gold in Beijing. Her closely examined decision to go to China seems to have paid off commercially.

Two dozen brands sponsor Team China’s top athlete: Anta, a fashion model from China and Anta, an incoming student at Stanford.

Some of her global endorsements are Estee Lauder (NYSE:), Victoria’s Secret, Tiffany & Co Oakley and (NYSE:), which all have targeted China in the recent years.

She could be a rising star in China thanks to her gold medal performance, and her popularity. However, she needs to keep out of major controversy.

Michael Payne (ex-marketing chief for the International Olympic Committee) cited China’s ambition to engage 300 million people in winter sports. When he spoke of Gu’s unique opportunity, he referred to China’s desire to reach 300 millions.

“If we look at Michael Phelps and other successful athletes, I believe that they were discussing earning $100 million…. There’s no doubt that she will continue to win golds if she keeps up her winning streak.”

Winter Olympians competing in niche sports often earn less than their summer counterparts. Forbes reports that Shaun White, a snowboarder, earned $8 million during his peak years and $1.5million in the twelve months prior to the Beijing Games.

GU-MANIA

Gu’s athletic abilities, looks and influencer power put her at the top of her game.

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 have been abuzz with speculation about Gu’s endorsements. The Beijing News reported Gu’s fee as $2.5million after-tax, and the total brand deal earnings in the last year exceeding 100 million Yuan. Industry sources were also cited. Tianxiashangwang reported that Gu earned more than 200 million yuan (or $31.5 million) since 2021.

Tom Yaps her agent did not respond when asked.

Gu is a popular student in China, and she takes pride in competing for her country, according to Bryce Whitwam (adjunct professor of marketing at NYU Shanghai).

He described China’s Gu-mania as “extremely charismatic” and said that “She is extraordinarily charming and her appealing Chinese culture and simply the fact that she came here to be Chinese is a big win for her.”

PITFALLS

Gu’s carefully crafted answers to questions about her Chinese citizenship have avoided direct attention. She has also managed to be polite and avoid directly answering any queries that might arise.

Hu Xijin (a well-known columnist from the Communist Party’s Global Times) suggested Sunday that Gu may choose U.S. citizenship. Therefore, it was important to cheer her on in team China and not as a patriotic symbol.

Hu stated that “She brings the Chinese public happiness so it is not shame to seek a commercial return.” But the political aspects must be minimized. Gu Ailing is too risky to become that type of vector,” he stated.

Gu, unlike her gravity-defying tricks on skis, is a low-risk public figure. She supports Black Lives Matter, but she avoids any questions about China’s human rights. Instead of presenting herself to the world as a bridge-builder or global ambassador for skiing.

Eileen did a wonderful job making sure that she doesn’t say anything wrong, but do you know what? Whitwam explained that sometimes you are bound to make mistakes.

Worsening bilateral tensions could reduce Gu’s earnings power in the two countries.

The United States has criticised her choice to compete in China. In China, however, there is tighter oversight of celebrities in China. Authorities have had many stars removed for making errors.

“It could be a simple Tweet, it could be a very simple mistake and they will wipe her clean from any kind of coverage, like they’ve done with many other Chinese celebrities,” Whitwam said.

($1 = 6.3551 renminbi)