Q&A: Mikaela Shiffrin on Turning Her Winning Streak Into Marketing Gold

Skiing champ reflects on life as an Olympian, both on and off the slopes

It’s prime cocktail hour at NBCU’s beachside cabana. The Cannes Lions festival is in full swing. Network executives are holding court, entertaining marketers and media mavens as the Mediterranean sun blazes, the rosé flows and live music wafts across the crowded wooden deck. Off to the side, quietly taking it all in is Mikaela Shiffrin, who, in a sleek red dress, could easily be confused as any one of the marketing pros, save for being the most obviously toned and fit person there. She is, after all, the current two-time reigning World Cup overall champion and two-time Olympic gold medalist, most recently winning the kamikaze-like giant slalom event at the 2018 Winter Olympics in Pyeongchang, South Korea. Shiffrin, 23, is in town for panels and the promotion of her own brand—which could be characterized as confident, graceful and grounded. That special blend of approachability and athleticism helped land Shiffrin blue-chip sponsorship deals with the likes of Red Bull, Longines, Oakley, Visa and others.

Click for more from this issue

This story first appeared in the July 9, 2018, issue of Adweek magazine. Click here to subscribe.