Winter Olympics 2026: How Eileen Gu divides opinion
BBC World
February 19, 2026
AI-Generated Deep Dive Summary
Eileen Gu, a trailblazing freestyle skier and global celebrity, continues to spark mixed reactions due to her decision to switch her athletic allegiance from the U.S. to China before the 2022 Beijing Olympics. As the most decorated female Olympic freestyle skier in history, Gu has won five medals and is poised for potentially more at the 2026 Winter Olympics. However, her fame extends beyond sports; she is a cultural icon with significant financial backing from endorsements, making her one of the highest-paid female athletes globally.
Born in California to Chinese parents, Gu grew up balancing two worlds—attending school in San Francisco and spending summers in Beijing. Her choice to represent China aimed to inspire young people in her mother’s birthplace, aligning with China’s efforts to boost its sports image on the global stage. This decision, however, has drawn criticism, particularly amid U.S.-China tensions as the world's leading economies and geopolitical rivals.
Gu’s success is not just about medals; it’s also about her ability to navigate endorsements and branding opportunities. With deals from major brands like Red Bull and Porsche, Gu has positioned herself as a lucrative commodity, earning $23.1 million in 2025 alone—far exceeding her sports-related income. Her financial prowess highlights the growing influence of athlete endorsers in global markets.
Beyond her skiing achievements and business ventures, Gu’s decision to represent China has raised political questions about national identity and representation. She faced backlash for aligning with a country known for its authoritarian governance and human rights concerns. Meanwhile, her support for U.S. athletes speaking out against domestic policies underscores the complexities of using sports as a platform for political expression.
Gu’s journey reflects the intersection of sports, culture, and politics in today’s globalized world. Her story is not just about individual success but also about the broader implications of athlete decisions on international relations and public perception. As
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Originally published on BBC World on 2/19/2026