BEIJING 2022 - China rather than the United States: Eileen Gu, controversial choice, profitable choice

In France, Eileen Gu made a name for herself by depriving Tess Ledeux of her dream of Olympic gold in Big Air. Far from France, it’s another story. Her first victory at the Olympic Games only multiplied the spotlight on her. Because we are talking about a phenomenon in China, where she has panicked brands since her double at the X-Games in January 2021. And of a star who does not leave anyone indifferent in the United States where some have not digested her choice to compete for China.

Born in California to an American father and a Chinese mother, Eileen Gu opted in 2019 (at age 15) for her mother’s country of birth. “Being able to inspire millions of young people where my mother was born (…) is a unique opportunity to help promote the sport that I love“, she wrote on Instagram to justify her choice. But while the context has deteriorated in recent years between China and the United States, she finds herself targeted by some Americans.

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Eileen Gu

Credit: Getty Images

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In the United States, his decision made waves

As she revealed in the magazine Times having been the victim of death threats, it suffices to read a few articles published in recent days across the Atlantic to understand the situation. Her decision is going to have consequences that she “can’t fully understand“, thus launched Dan Wolken on USA Today before adding: “She will have to learn to live in a world of cynicism.” Michael Rosenberg traces the same furrow on SI.com: “It’s easy to see why China wanted Gu to be the face of the Olympics – a hugely marketable face – which makes people forget how the Chinese government actually works.“.-

Under fire from critics in her native country, Eileen Gu, who lives in California and will go to Stanford University in a few weeks, is trying not to fall into the traps. Avoiding taking a real position on different subjects when US journalists question her or when others challenge her on social networks, even if one of her posts would have been deleted on Weibo when she invited a Chinese Internet user to download a VPN to access Instagram. At 18, however, it is not easy to manage all geopolitical issues. And then there is also the financial aspect which regularly comes up in criticism.-

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The potential of sponsors in China is more interesting for any athlete

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Some believe that his decision to represent China is motivated by pecuniary reasons. “In his native country, Gu would have been a star for one or two weeks with a gold medal.“, writes USA Today, which adds: “With her looks, her ability to speak Mandarin and her ability to interest millions of Chinese in the Games, there was no limit.s “to its impact in China.”I don’t know if that was a motivation. (…) If I had to choose between Chinese sponsors and American sponsors, the potential of sponsors in China is more interesting for any athlete“, complete in Forbes Ricardo Fort, who managed the Olympic sponsorships of Coca-Cola and Visa.-

Whatever the reasons, Eileen Gu is in any case one of the personalities of these Olympic Games. And reap the rewards. From Louis Vuitton to Tiffany & Co. or Victoria’s Secret via the Bank of China and China Mobile, the Californian by birth already has more than 20 contracts, which would make her the athlete with the most sponsors at the 2022 Olympic Games. According to the Chinese company CBN Data, it has already earned more than 31.4 million dollars in 2021 thanks to its various contracts.

“Her dual citizenship status makes her the ideal ambassador for Chinese brands operating globally and Western brands looking to expand in China.“, launches in Forbes Dan Tunna, marketing expert. And her gold medal at Big Air will only amplify the phenomenon Eileen Gu, who is aiming for an incredible threefold in freestyle skiing.

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BEIJING 2022 – China rather than the United States: Eileen Gu, controversial choice, profitable choice

In the United States, his decision made waves

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