How Olympic Athletes Became Marketing Powerhouses
The 2026 Winter Olympics in Milan didn’t just deliver unforgettable performances; it introduced a new generation of marketable athletes who quickly captured global attention. From standout figure skaters like Alysa Liu, Isabeau Levito, and Amber Glenn, to Chinese skier Eileen Gu, to Team USA hockey leaders, these athletes became household names almost overnight.
As their medal-winning moments went viral, so did their personal brands, social followings, and appeal to major advertisers. With appearances on mainstream shows like Saturday Night Live and The Tonight Show Starring Jimmy Fallon, these athletes have crossed into pop culture in a way few Winter Olympians have before. In this article, Hollywood Branded discusses how Milan’s breakout Winter Olympians turned athletic success into powerful brand platforms.
THE BLADE ANGELS
Alysa Liu, Isabeau Levito, and Amber Glenn, collectively dubbed the “Blade Angels,” captivated audiences not just with their performances but also with their distinct personalities, allowing fans to connect with each of them in unique ways. Alysa Liu quickly became the breakout media darling, known for her humor, confidence, and effortlessly relatable interviews that translated seamlessly to viral moments online. Isabeau Levito brought a more polished, elegant presence, resonating with audiences through her grace, discipline, and fashion-forward aesthetic. Meanwhile, Amber Glenn stood out for her authenticity and passionate storytelling, often using her platform to speak openly about her LGBTQ+ journey, making her especially compelling to fans seeking deeper, more personal connections with athletes.
This combination of talent and individuality helped fuel massive social media growth. Within two weeks of the Olympics, Alysa Liu’s Instagram following surged from around 300K to over 1.2 million, while Isabeau Levito grew from approximately 250K to 900K followers. Amber Glenn saw her following jump from roughly 150K to more than 700K. Their rise wasn’t just about performance; it was about personality-driven content that extended far beyond the ice.
Liu’s appearance on The Tonight Show Starring Jimmy Fallon further cemented her crossover appeal, showcasing her charisma to a mainstream audience. Collectively, the Blade Angels have since secured partnerships across athletic wear, beauty, and lifestyle categories, proving that individuality, not just athletic success, is what drives modern brand value.
Image Credit: U.S. Figure Skating
THE HUGHES BROTHERS
Jack and Quinn Hughes entered the Milan Olympics as respected hockey players, but their stellar performances quickly elevated them into mainstream recognition. Known for their competitive edge on the ice and easygoing, relatable dynamic off of it, the brothers became fan favorites. Their performances translated well across social media, with Quinn Hughes growing his following from around 400K to over 1 million, while Jack Hughes nearly doubled his audience in the same timeframe.
Their breakout into entertainment came with appearances on both Saturday Night Live and The Tonight Show Starring Jimmy Fallon, where they showcased their brotherly chemistry in a way that resonated with audiences beyond sports fans. Following the Olympics, the Hughes brothers expanded their brand partnerships into lifestyle, fashion-adjacent sportswear, and national campaigns. Their sibling dynamic, combined with their growing media presence, makes them especially attractive for brands looking to tap into storytelling, relatability, and long-term ambassador potential.
HILARY KNIGHT & MEGAN KELLER
Hilary Knight and Megan Keller demonstrated that experience and authenticity remain powerful drivers of influence in today’s sports landscape. As leaders of Team USA, they played a critical role in elevating women’s hockey visibility during the Milan Olympics, contributing to a surge in fan engagement and media coverage.
That visibility translated into measurable growth, with Knight’s following increasing from approximately 500K to over 1.3 million, and Keller’s jumping from around 120K to nearly 600K. Both athletes successfully connected with audiences by blending elite performance with approachable, purpose-driven messaging.
Their appearances alongside on Saturday Night Live and Hilary’s appearance on The Tonight Show Starring Jimmy Fallon further expanded their reach, placing them firmly within mainstream pop culture. Post-Olympics, both Knight and Keller have leaned into partnerships centered on empowerment, equality, and performance, collaborating with brands that align with their leadership roles and advocacy work. Their credibility makes them especially valuable for campaigns seeking authenticity and long-term impact.
Image Credit: Yahoo
EILEEN GU
Eileen Gu entered the Milan Winter Olympics already as one of the most recognizable Winter Olympians in the world, but her continued dominance both on and off the slopes reinforced her status as the gold standard for athlete branding. Known for seamlessly balancing elite athletic performance with high-fashion appeal, Gu has built a cross-cultural brand that resonates globally, particularly across both Western and Chinese markets.
Following the Milan Games, Gu saw another surge in social media growth, with her following increasing by an estimated 20–30%, pushing her well beyond 10 million followers across platforms. Unlike many newly emerging Olympians, Gu’s strategy is deeply rooted in long-term brand building. She has maintained and expanded partnerships with luxury brands like Louis Vuitton, Tiffany & Co., and Gucci, while also collaborating with major global companies in tech, fitness, and lifestyle sectors.
Her continued presence in high-profile media, including fashion weeks, magazine covers, and global campaigns, positions her not just as an athlete, but as a full-fledged global influencer. Gu represents a unique category of talent: one that bridges sports, entertainment, and luxury branding. For marketers, she serves as a case study in how athletes can transcend their sport to become enduring cultural icons with worldwide appeal.
Image Credit: FASHION Magazine
THE SOCIAL MEDIA SURGE
These athletes exemplify how Olympic exposure can translate into immediate and substantial digital growth. With follower increases ranging from 2x to 5x in just weeks, these athletes now operate at an influencer level, capable of driving engagement, shaping conversations, and influencing purchasing decisions.
Their appearances across various content highlight an important evolution: athletes are no longer confined to sports media; they are now fully integrated into entertainment ecosystems. This crossover creates more touchpoints for audiences and more opportunities for brands to engage consumers in authentic ways.
For marketers, this signals a major opportunity. Olympic athletes bring credibility, emotional storytelling, and now, measurable reach. As a result, brands are increasingly prioritizing partnerships with athletes who can deliver both performance and personality, turning fleeting Olympic moments into long-term marketing value.
The Milan Winter Olympics proved that today’s athletes are more than competitors. They are multidimensional personalities capable of driving cultural and commercial impact. Alysa Liu, Isabeau Levito, Amber Glenn, Jack and Quinn Hughes, Hilary Knight, Megan Keller, and Eileen Gu each leveraged not only their performances, but their individuality and media presence to build powerful personal brands.
For marketers, the takeaway is clear: success lies in identifying athletes who offer both excellence and authenticity. Whether through viral social growth, late-night TV appearances, or strategic brand partnerships, these Olympians are redefining influence in the modern era. As sports and entertainment continue to converge, the athletes who can thrive in both worlds will be the ones who shape the future of marketing.
Eager To Learn More?
To learn more about the world of branding and the star power behind athletes, check out the related articles below:
- Naomi Osaka: The Athlete Who Turned Brand Power Into a Business Empire
- Jungkook: The Global Pop Icon Redefining Modern Stardom
- How Entertainment Shapes Consumer Behavior
- The Olympic Sponsorship Ladder: Entering the LA 2028 Marketing Game
- Serena Williams: The Athlete Who Built a Global Brand Empire
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