Two-time Olympic gold medalist Eileen Gu brings star power and global influence to The Snow League, cementing its rise as the world’s premier winter sports competition ahead of its China debut and the addition of freeskiing.
NEW YORK, NY – June 9 – Two-time Olympic freeskiing gold medalist and global winter sports icon Eileen Gu has officially joined The Snow League, the recently launched professional league for snowboarding and freesking founded by Shaun White, as a global ambassador.
The partnership marks a powerful alignment of two of the most influential figures in winter sports, platforming snowboarding and freeskiing together in an unprecedented competition with the leading athletes in each discipline competing for a $2.5 million season purse.
The addition of Gu comes as the league prepares for its next major event to be held near Beijing, China on December 4 – 6, 2025, at Yunding Secret Garden. The event will also mark the official debut of freeskiing in the league’s lineup, expanding its platform to celebrate one of the fastest growing, progressive and exciting sports on snow.
The second event of the Snow League’s inaugural season will take place at the iconic venue of the 2022 Beijing Winter Games, where Gu made history by becoming the only action sports athlete to win three medals—two golds and a silver—at a single Games.
A global icon known for redefining what’s possible on the slopes and beyond, Gu brings her voice, vision and influence to The Snow League at a pivotal moment for the future of winter sports. As an ambassador, she will help lead the league’s efforts to empower the next generation of athletes, promote inclusivity and innovation in the sport, and elevate the global visibility of competitive winter sports events.
“I’m excited to join The Snow League not just as an athlete, but as a stakeholder in the future of our sport,” said Gu. “Shaun has always been a pioneer in snowboarding, and together we’re building something that will inspire young athletes and grow the community in innovative and fresh ways.”
The Snow League is rewriting the playbook for winter sports competition with this athlete-led and focused approach, fusing world-class performance with compelling storytelling, immersive fan experiences, and expanded opportunities for athletes on a global scale. With Eileen Gu on board, the league gains more than star power; it gains a game-changing voice that bridges sport, culture, and the next generation.
“Eileen represents everything The Snow League stands for: greatness, creativity, and a relentless drive to push boundaries,” says White. “The Snow League is doing what no other winter sports league has done—bringing together world-class venues, premium global partners, and high-profile investors to create an experience that elevates both the athletes and the sports themselves. Having Eileen on board as a global ambassador is not only an asset for the league, but also for the future of winter sports, and I’m so proud to have her as a partner on this journey.”
Omer Atesmen, CEO of The Snow League, adds “Eileen Gu embodies the spirit of The Snow League’s mission—proving that athletes can not only excel in their sport, but also succeed as leaders, innovators, and cultural forces beyond the field of play.”
About The Snow League
Launched in June 2024, The Snow League is the first professional winter sports league dedicated to snowboarding and freeskiing. Founded by three-time Olympic gold medalist and entrepreneur Shaun White, Season One features a four-event global format boasting a $2.5 million season purse, with athletes competing to earn points to determine the overall champions. The season kicked off at Buttermilk in Aspen Snowmass (March 7–8, 2025), heading next to Yunding Secret Garden, China (Dec. 4–6, 2025), where 16 of the world’s top freeskiers will join the roster at the 2022 Beijing Winter Games venue. The League returns to Aspen (Feb. 26–28, 2026) and concludes at LAAX, Switzerland (March 19–21, 2026), where the first-ever Snow League World Champions will be crowned.
Follow The Snow League on X, Instagram, Facebook and YouTube.
About Eileen Gu
Eileen Gu made history at the 2022 Winter Olympics, securing two golds and a silver medal, becoming the only action sports athlete to clinch three medals in a single Olympic event. At age 18, she set the record for the youngest freeski Olympic gold medalist. Eileen’s extraordinary feats extend beyond the Olympics; she’s the first snow sport athlete to claim three medals at both the 2021 X Games and FIS World Championships and the inaugural female freeskier to execute a double cork 1440 and unnatural double cork 1620 in competition. Eileen also currently holds the win record for any freeski athlete, male or female, with 18 FIS World Cup victories. In her FIS World Cup career, she has an astounding 67% win percentage and has podiumed in 89% of her World Cup starts.
In recognition of her exceptional accomplishments, Eileen was honored with the “Action Sportsperson of the Year” at the 2023 Laureus World Sports Award. In 2022, she made the TIME100 Most Influential People List and won two ESPYs: Best-Breakthrough Athlete and Best Action Sports Athlete.
Eileen is not just a champion on the slopes but also a voice for young people, particularly girls. Her advocacy for female empowerment earned her the Vogue Aurora Award in 2019. Her role as a cultural conduit through sport was evident when she was named an ambassador for the 2022 Beijing Olympics, 2024 Gangwon Youth Olympics, 2024 Paris Olympics, and Salt Lake City 2034 Olympic Bid.
Eileen has made her mark on the fashion world since age 15, including walking the runway for Louis Vuitton, closing the Brunello Cucinelli 2025 show, and opening and closing the Bosideng 2024 show at Milan Fashion Week. She has been featured on covers of Vogue, Harper’s Bazaar, V Magazine, L’Officiel, Marie Claire and many more.
Eileen is an outstanding full-time student at Stanford University. Most recently, she was admitted to Stanford’s selective study abroad program at Oxford University, where she spent fall of 2024.
Eileen represents a unique intersection of sports, fashion, and education to empowered youth and families across the globe.
