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Already Team China’s most popular athlete, the fashion model and incoming Stanford student is sponsored by two dozen brands, from French luxury conglomerate Louis Vuitton to mass market Chinese sportswear maker Anta.

Her global endorsements include Estee Lauder, Victoria’s Secret, Tiffany & Co. and Oakley, which have all targeted the China market in recent years.

Her rousing gold medal performance and soaring popularity in China could propel her into the ranks of the world’s top-earning athletes if she can continue to avoid major controversy.

Michael Payne, former marketing chief of the International Olympic Committee, cited China’s aim to get 300 million people involved in winter sports when he described the opportunity for Gu as unprecedented.

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“If you look at the most successful athletes like Michael Phelps, I think we were talking about earning up to US$100 million … there’s no question that if she continues to bring in the golds, she will be in the same league,” he said.

Winter Olympians, competing in niche sports, typically lag their Summer counterparts in earning power. Exceptions include snowboarder Shaun White, who made US$8 million in his 2009 heyday and US$1.5 million in the 12 months leading up to the Beijing Games, according to Forbes.

Gu-mania

Gu’s looks, athletic achievements, dual-national appeal and power as an influencer put her on a level of her own.

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Her agent Tom Yaps did not respond to a request for comment.

Gu ticks multiple boxes in China thanks to her image as a model student and pride in her decision to compete for the country of her mother’s birth, said Bryce Whitwam, adjunct professor of marketing at NYU in Shanghai.

“She is extraordinarily charismatic and appealing to Chinese culture and the simple fact that she came to China to want to be Chinese, that is a huge win for her,” he said, describing China’s “Gu-mania”.

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Potential pitfalls

With her carefully worded answers, which avoid directly addressing questions about her citizenship, and a Beijing-accented Mandarin that has charmed many, Gu has managed to sidestep controversy during the games, despite some online grumbling that she lives a life of privilege unattainable to most.

Hu Xijin, a prominent columnist at the Communist Party-run Global Times, suggested on Sunday that because Gu could end up choosing US citizenship, she should be cheered on as part of “Team China”, not as a patriotic symbol.

“She gives the Chinese public happiness, so there is no shame in seeking a commercial return,” Hu wrote. “But the political elements need to be minimised as much as possible. It is risky for Gu Ailing to be that kind of a vector.”

Unlike her gravity-defying ski tricks, Gu’s public persona is low-risk: she supports Black Lives Matter but avoids questions about human rights in China, instead presenting herself as a bridge-builder and global ambassador for skiing.

“Eileen has done a great job in making sure she does not say the wrong thing, but you know what? You are going to mess up sometimes,” Whitwam said.

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“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.