Shaun White’s The Snow League has taken a bold step toward reshaping the future of winter sports by adding one of the biggest names in action sports to its roster. Olympic gold medalist and freeskiing phenomenon Eileen Gu has officially joined The Snow League as a global ambassador, bringing her multifaceted star power to an event designed to elevate winter sports to unprecedented heights.
The Snow League, launched by snowboarding legend and three-time Olympic gold medalist Shaun White, promises to blend elite competition with storytelling and immersive fan experiences. With a $2.5 million prize purse and a mission to innovate snow sports, the league began its debut season in March 2025, featuring trailblazing events in snowboarding. The December contest at Yunding Secret Garden, just outside Beijing, China, will mark The Snow League’s international debut, as well as its expansion into freestyle skiing. Eileen Gu, who will both compete and serve as a global ambassador, is set to take center stage.
Gu’s addition to The Snow League is a natural choice. Known for her groundbreaking achievements in freestyle skiing, she was the first woman in the sport to land a double cork 1440 and an unnatural double cork 1620 in competition. She has achieved stunning consistency, podiuming at 89% of her World Cup events and winning 67% of those starts, amassing 18 FIS World Cup victories. Her career highlights also include becoming the first action sports athlete to win three medals at a single Olympic Games, claiming two golds and one silver in 2022.
But Gu is more than just an athlete. She has transcended the boundaries of sport to become a cultural icon, having appeared in the Sports Illustrated Swimsuit Edition and been named “Action Sportsperson of the Year” at the 2023 Laureus World Sports Awards. Her unique ability to connect with both fans and the broader global audience makes her an unparalleled catalyst for The Snow League’s goals of promoting inclusivity, empowering young athletes, and boosting the visibility of competitive winter sports.
“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. “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.”
Shaun White hailed Gu’s involvement as a pivotal moment for The Snow League. “Eileen represents everything The Snow League stands for: greatness, creativity, and a relentless drive to push boundaries,” White said. “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 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.”
Gu will play a central role in shaping The Snow League’s identity and expanding its reach. Beyond competing in the December event, her duties as a global ambassador include empowering the next generation of athletes, championing inclusivity, and promoting winter sports on a global stage.
The Snow League’s vision is clear: to create an athlete-led platform that allows participants to perform at the highest level while connecting with fans in new, engaging ways. Its innovative approach to competition—blending high-level performance, storytelling, and immersive fan experiences—is setting a new standard in snow sports. With Gu’s trailblazing achievements and impactful presence, she embodies the league’s mission and adds star power that will undoubtedly inspire the next generation.
The league’s debut event outside the U.S., set for December 4, 2025, at Yunding Secret Garden, will be the perfect stage for this new chapter. With Gu competing and representing The Snow League, it promises to be a milestone moment for both the league and competitive winter sports as a whole.