Eileen Gu's China choice pays off... for now

BEIJING :When Eileen Gu won Olympic gold in the Big Air, sales of her red Anta ski suit, complete with slipdrag reduction technology, surged 20-fold on Chinese e-commerce platform JD.com.

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

The San Francisco-born skier won a silver medal in Tuesday's slopestyle final, earning more praise on Chinese social media for redeeming herself on a third jump after an earlier mistake.

With another gold medal still in the offing, her closely scrutinised decision to compete for China appears to be paying off, commercially at least.

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 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.

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

Winter Olympians, competing in niche sports, typically lag their Summer counterparts in earning