US Olympic champion Alysa Liu joins Louis Vuitton as ambassador after 2026 Winter Games success

US Olympic figure skating champion Alysa Liu has been announced as the newest brand ambassador for Louis Vuitton, marking a significant step in her career beyond sport.

The announcement highlights her growing presence in both athletics and global fashion.

The 20-year-old American athlete, who achieved major success at the 2026 Milano Cortina Winter Olympics, was unveiled by the French fashion house through a series of social media images featuring her in denim looks. 

Her appointment follows her attendance at Nicolas Ghesquière’s Autumn 2026 show during Paris Fashion Week, signalling an emerging relationship with the brand.

Liu now joins a roster of athletes associated with Louis Vuitton, including Carlos Alcaraz, Victor Wembanyama, Yuto Horigome and Wang Chuqin. Previous ambassadors have included Eileen Gu and Rayssa Leal.

Beyond this collaboration, Liu has already secured partnerships with Nike and appeared in a campaign for Sephora, both of which contribute to her expanding commercial profile. Her influence reflects a broader trend of athletes crossing into high fashion and lifestyle branding.

Liu’s rise in figure skating has been notable. At the 2026 Winter Olympics, she became the first American woman since 2002 to win individual Olympic gold in the discipline, in addition to securing a team gold medal.

She has also achieved technical milestones, including becoming the first woman to land both a triple axel and a quadruple jump in a single programme.

Known for her distinctive style and creative approach, Liu continues to maintain a visible presence in cultural events, reinforcing her growing role across sport and fashion.