Porsche on January 27 unveiled Eileen Gu as the brand's global ambassador. In accompanying promotional materials, Gu showcases Porsche's performance on the ski slopes. Her experience of racing and pushing the limits in skiing competitions aligns with Porsche's brand philosophy. Gu already represents Louis Vuitton, Tiffany, and IWC. The announcement follows the release of the automarker’s its first all-electric SUV, the Macan.