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":"079483a1d20fb194bcbc4258543eacd9","s":"ff1a1b591fd6706a"}
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