We have seen a similar plot unfold during the 2022 Winter Olympics with Eileen Gu, also known as Gu Ailing, who chose to represent China in international competitions, significantly boosting her popularity and commercial appeal both in China and around the world. Gu won two gold medals and one silver at the Beijing Olympics, making her a household name and a symbol of youthful excellence. Her commercial value skyrocketed, leading to high-profile endorsement deals with brands such as Louis Vuitton, Tiffany & Co., Victoria's Secret, and sportswear giant Anta. Gu's ability to bridge Eastern and Western cultures, coupled with her impressive athletic achievements, made her one of the most sought-after brand ambassadors, appealing to a wide demographic and solidifying her status as a global icon.

However, Gu’s recent controversies and cultural backlash have made life difficult for the once-rising superstar.

Fashion Factor - Tennis Core

This summer’s top trend, even before the Olympics, has been tennis. The popularity of tennis skirts has increased 700 times. Tmall data shows that searches for tennis skirts surged by 256% year-on- year this year, and transactions increased by 160% year-on-year. WeChat index statistics indicate that the keyword "tennis skirt" rose by 700 times on June 17 this year. On Xiaohongshu, there are more than 10,000 posts on "Everyday Wearing Tennis Skirts," with countless people sharing how to incorporate tennis skirts into their daily looks. Tennis has been an ongoing trend in China in recent years. As tennis has moved from aristocracy to the streets, "tenniscore" has gained its own niche. MIU MIU, CELINE, CHANEL, and many other luxury brands have launched tennis series, introducing numerous popular items.

For example, MIU MIU's 2022 spring and summer series once again pushed tenniscore to a new climax. It incorporated rebellious Y2K elements into traditional and classic tennis clothing styles, and the unique low-waist design combined with collegiate and retro styles has given tennis fashion a renewed sense of style, making its return to the top of the fashion world a real possibility.

Cultural Factor - “Old Money”

The "old money" trend in China reflects a growing fascination with understated luxury, heritage, and the subtle display of wealth, mirroring similar trends in Western cultures. Unlike the flashy and ostentatious displays of wealth that characterized the rise of China's nouveau riche in past decades, the "old money" aesthetic is more about sophistication, cultural refinement, and a deep sense of tradition. Tennis in China is thriving under the "old money" trend, as it aligns with the values ofsophistication, tradition, and understated luxury that characterize this movement. The sport's elite image, rooted in history and discipline, resonates with China's wealthy, leading to increased investment in private clubs, exclusive events, and high-end endorsements. Wealthy families are embracing tennis as a symbol of a refined lifestyle, with private coaching and junior tournaments becoming popular ways to cultivate cultural capital and social connections, further elevating the sport's status in the country.

National Factor

Zheng’s medal not only brings national pride but also reinforces tennis as a prestigious and desirable activity. It inspires a new generation of players and encourages more investment in the sport, from grassroots programs to elite training facilities. The win will likely draw more attention from brands and the public, further embedding tennis into the fabric of China's growing sports culture. Zheng’s nationality will also likely spare her the backlash Eileen Gu is currently facing. With her long-standing partnership with Nike and a flood of incoming brand deals on the horizon, it remains to be seen if she will become and remain the superstar athlete of this generation.

Tennis's star power is poised to endure, solidifying its place as a burgeoning force in sports, fashion, and lifestyle. This opens up exciting opportunities to cultivate a vibrant community and build a comprehensive ecosystem around this rising phenomenon.