Eileen Gu: US freestyle skier representing China at the Winter Olympics 2026 - Eileen Gu is a skiing superstar, but the US born gold medalist represents China in the Winter Olympics, why?

Come fan with us. SB Nation is the largest independent sports media brand, consisting of SBNation.com, MMAFighting.com and over 300 fan-centric team communities.

Wang Shiyue (L)/Liu Xinyu of China perform during the figure skating team event ice dance rhythm dance of the Milan-Cortina 2026 Olympic Winter Games in Milan, Italy, Feb. 6, 2026. (Xinhua/Xue Yuge)

NBC's Winter Olympics coverage will lean heavily on athletes competing for the U.S., as the broadcaster seeks to tap American patriotism and capture eyeballs during the games. One exception: a 22-year-old freestyle skier competing for China who will get the full star treatment.

The Games have become a test case for firms seeking to raise their global profile, highlighting rising ambitions and challenges. With the Winter Olympics now under way in Milan and Cortina, Chinese brands involved in the Games are mounting an ambitious marketing push across Italy and Europe,

Most countries that have competed at the Winter Olympics have taken home medals in multiple sports over the years. There are also some that have emerged

Amid dazzling tricks at the 2026 Olympics, some snowboarders may tuck bibs under their armpits. Here's the reason behind the interesting style choice. (AP Photo)