Rachel Bachman on the Eileen Gu global consumer brand

She's quite possibly the biggest thing in sports, the biggest thing in the two biggest economies in the world.  There's no one else like her who's as dominant in her sport, who's truly multinational and has one foot squarely in two countries in the middle of the biggest event in China's recent sports history.  She is really strenuously apolitical.  There is nothing controversial about her brand.  When she's asked questions about controversial or sensitive issues she really doesn't answer them.  She responds that she wants to unify.  She seems very aware that there's a risk to criticizing or being perceived as criticizing the Chinese government or its policies.

~ Rachel Bachman, senior sports reporter, The Wall Street Journal, "Olympian Eileen Gu’s Marketing Power: The Risks and Rewards for Brands," February 16, 2022