Eileen Gu, the celebrated freestyle skier, has been named the global brand ambassador for The Snow League, the new professional snowboarding league founded by halfpipe legend Shaun White.
The Snow League launched its first competition on March 7 and 8, 2025. The inaugural event crowned Japanese riders Sena Tomita and Yuto Totsuka as the women’s and men’s champions, respectively. Now, the league is expanding its reach by welcoming Gu, one of the most prominent athletes in freestyle skiing, to its team.
This announcement comes as The Snow League prepares to hold its first international contest outside the United States.
The event will take place on December 4, 2025, at Yunding Secret Garden near Beijing, China. It will mark the league’s debut in freestyle skiing, where Gu will compete as both an athlete and ambassador.
Gu has made history in freestyle skiing by becoming the first woman to land a double cork 1440 and an unnatural double cork 1620 in competition. She has an impressive record, reaching the podium in 89% of her World Cup events and winning 67% of those races. With 18 FIS World Cup victories to her name, Gu was also honored as the “Action Sportsperson of the Year” at the 2023 Laureus World Sports Awards.
“I’m excited to join The Snow League not just as an athlete, but as a stakeholder in the future of our sport,” Gu said in a statement. “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.”
Gu is the first action sports athlete to win three medals at a single Olympic Games, achieving two golds and a silver at the 2022 Winter Olympics. Beyond her athletic success, she has gained recognition in popular culture, including a feature in the May issue of Sports Illustrated Swimsuit Edition.
Shaun White praised Gu’s addition to the league, saying, “Eileen represents everything The Snow League stands for: greatness, creativity, and a relentless drive to push boundaries. 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 proud to have her as a partner on this journey.”
With Gu’s star power and The Snow League’s innovative approach, the future of winter action sports looks set for exciting growth on the global stage.