Marketing
February 9, 2022
Skier Eileen Gu is such a unique talent, many believe she will become the “savior” of the scandal-ridden celebrity branding market in China. Image credit: Tiffany & Co.
By Adina-Laura Achim
In today’s celebrity-obsessed age of social media, Eileen Gu is every marketer’s dream. She is a freestyle skiing phenomenon with a multicultural background and a squeaky clean image — and she also happens to look like a runway model. Plus, it does not hurt that Ms. Gu is smart and speaks fluent Mandarin with a strong Beijing accent.
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","iv":"2475785c1afdfbba95505bb91577da07","s":"09f68f4d750b3542"}
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