American, 23, Skiing
Heir-apparent to the female skiing crown
Representatives: Albrecht Sports & Consulting
Key partners: Atomic, Oakley, Barilla, Longines, Red Bull
Taking home both a gold and silver medal at the 2018 Winter Olympics in PyeongChang helped solidify Mikaela Shiffrin’s growing skiing legend and underlined why many feel it is only a matter of time before she truly usurps Lindsey Vonn as the queen of the slopes.
In Korea, Shiffrin won the giant slalom and was runner-up in the combined but missed the podium in the slalom, an event in which she was the reigning Olympic champion, three-time consecutive world champion, reigning World Cup champion and the World Cup leader. Just weeks later Shiffrin secured her second consecutive World Cup overall title with five races left in the season and tied Vonn for most wins in a single season by a woman on tour.
The scary part is that Shiffrin is still just 23. Backed by the likes of Red Bull, Oakley and Longines, she is said to earn more than US$3 million a year in endorsements. With no one approaching her profile and dominance on the ski circuit, and with no other American enjoying such popularity in the winter sports heartland of Europe, Shiffrin is here to stay. MA