Eileen Gu's China choice pays off for now

Olympic skier Eileen Gu has become China's golden girl.

And the San Francisco-born skier's closely scrutinized decision to compete for the host nation appears to be paying off - commercially at least.

Sales of her red Chinese sportswear Anta ski suit, complete with slipdrag reduction technology, surged 20-fold on Chinese e-commerce platform JD.com.

And Luckin Coffee sold out of Gu-endorsed drinks, with a spike in cup-holders bearing her image, with the Chinese chain immediately saying it would launch more Gu-linked products throughout the year.

Already Team China's most popular athlete, the fashion model and incoming Stanford student is sponsored by two dozen brands, including Estee Lauder, Victoria's Secret, and Tiffany & Co.

Chinese media has buzzed with speculation over Gu's endorsements.

News outlet Tianxiashangwang estimated that Gu's earnings since the start of 2021 exceeded 200 million yuan - that's $31.5 million.

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.

"Coming out of the Summer Games, if you look at the most successful athletes like Michael Phelps, I think we were talking about earning up to $100 million, I think there's no question that if she continues to bring in the golds, she will be in the same league as the likes of Phelps."

Gu has so far managed to sidestep controversy during the Games.

Despite some online grumbling that she lives a life of privilege unattainable to most.

She has avoided directly addressing questions about her citizenship.

Her public persona is also 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.

But there are also potential pitfalls to her success.

Bryce Whiteham is an advertising expert:

"She is the face on Tiffany, Louis Vuitton, Luckin Coffee and Bank of China. These brands are all over the shops. As we know in marketing there is reach and frequency and there is point in time when you see an advertisement too many times, you start to get burnt out by it."

Her decision to compete for China has drawn criticism in the United States.

While in China she must navigate what has been tightening oversight over celebrities, after many stars were canceled by the authorities after missteps.