Image: from Bin Xie X@bxieus
MILAN, Italy — As the Milano Cortina 2026 Winter Olympics begin to captivate the world, all eyes are once again fixed on a singular figure who transcends the boundaries of sport, fashion, and international diplomacy: Eileen Gu.
Commonly known in China as the “Snow Princess,” the freestyle skiing sensation enters these Games not just as a defending champion, but as a global phenomenon. At 22 years old, Gu remains the youngest Olympic champion in her discipline and, according to recent financial reports, the most well-paid athlete competing in the 2026 Winter Games.
American-born freestyle skier Eileen Gu is the highest-paid athlete at the Winter Olympics, having earned $23 million last year. See where Lindsey Vonn, Chloe Kim and others stand on the financial podium. #Olympicshttps://t.co/pmYHIhNNoP pic.twitter.com/NOr3RROpNS
— ForbesLife (@ForbesLife) February 7, 2026
A Fortune Built on Ice and Snow
Eileen Gu has taken the world by storm since beginning her career in freestyle skiing, becoming a three-time Olympic medalist, and a two-time ESPY Award-winner. Making her Sports Illustrated Swimsuit debut, Gu will appear in the 2025 issue releasing in May! pic.twitter.com/zwM90AB1Oe
— Sports Illustrated Swimsuit (@SI_Swimsuit) April 24, 2025
While most Winter Olympians struggle to secure sponsorship, Gu has curated a portfolio that rivals that of the world’s top footballers and tennis stars. With major contracts from brands such as Louis Vuitton, Tiffany & Co., and Red Bull, her estimated earnings have catapulted her to the top of the Forbes highest-paid female athletes list.
However, Gu’s appeal is not merely financial. She represents a unique bridge between East and West. Born in San Francisco but competing for China—her mother’s birthplace—she has managed to navigate complex geopolitical waters with a poise that matches her performance on the halfpipe.
The Triple Threat
In the 2022 Beijing Games, Gu made history by winning three medals: gold in Big Air, gold in Halfpipe, and silver in Slopestyle. In Milan, the pressure to repeat this “triple threat” is immense.
“I don’t skate or ski for the money or the fame,” Gu told reporters during a press conference in Milan. “I do it because I love the feeling of being in the air. The fact that I can use my platform to inspire young girls in both China and the U.S. is the real victory.”
Beyond the Slopes
The “Eileen Gu effect” extends far beyond the ski resorts. A student at Stanford University, a professional fashion model, and an advocate for women’s sports, she represents a new generation of athletes who refuse to be defined by a single category.
As the freestyle skiing events kick off this week, the world will be watching to see if the “Snow Princess” can defend her crown. In a sport where the margins of error are measured in centimeters, Gu’s ability to remain cool under the weight of a billion expectations is what truly sets her apart.
Whether she adds more gold to her collection or not, Eileen Gu has already secured her legacy as the face of modern winter sports—a billionaire brand with the heart of a competitor.