Hurdler Wu Yanni: A new image for Chinese Olympians?

As Chinese hurdler Wu Yanni prepares for her first Olympic Games in Paris, she embodies a new generation of athletes who challenge traditional norms. Known as much for her bold tattoos, makeup, and distinctive style as for her speed on the track, Wu’s appearance has sparked debates about the expectations placed on athletes. Netizens argue she prioritizes looks over performance, but Wu remains unfazed, advocating for the ‘courage to be disliked’ (被讨厌的勇气). Wu’s journey to the Olympic stage began in Zigong, Sichuan province, where she was born in 1997. A dancer from the age of three, she switched to athletics at 12 to escape the rigors of dance training. Wu’s rise in Chinese athletics was swift, capturing national titles and setting personal records, culminating in her recent victory at the national championships with a time of 12.74 seconds. Despite her achievements, Wu’s flamboyant persona has frequently clashed with conservative expectations. In a society that often expects athletes to be barefaced and modest, Wu’s unapologetic embrace of makeup and fashion has drawn both criticism and admiration. She believes in her right to feel beautiful and confident, stating, “I always prepare myself to look my best for each race. It’s out of respect for the audience, my fans, all participants, and the sport itself.” Wu’s defiance of stereotypes extends beyond her appearance. Her assertive personality and unfiltered responses to controversy have made her a polarizing figure. She has openly addressed the scrutiny she faces insisting on her right to self-expression. “Why shouldn’t I compete in makeup if it makes me feel confident?” she asks, dismissing the notion that beauty and athleticism are mutually exclusive. So, why are netizens‘ opinions of Wu so polarized? Some believe, as a national team athlete, her tattoos clash with traditional views that ’a girl with tattoos isn't necessarily bad, but a good girl wouldn't get tattoos.‘ There are also accusations of her wearing makeup and undergoing plastic surgery procedures, with some comparing her recent photos to those from two years ago and noting significant differences. Thirdly, Wu's straightforward and flamboyant demeanor, such as her head-turning, finger-pointing gestures during competitions, is far from understated. Hence, her critics believe she overly focuses on her appearance rather than the competition itself and shows a lack of respect for fellow athletes and spectators. This debate underscores societal stereotypes and double standards towards female athletes. Actions praised as strong-willed in male athletes might be condemned as inappropriate or attention-seeking in their female counterparts, not following traditional standards of being humble and low key Maverick move, or pure marketing? Her popularity has translated into significant commercial success. Wu now boasts a substantial following on social media, with millions of fans on platforms like Douyin and Weibo. Her marketability has attracted endorsements of, and collaborations with major brands. Ahead of the Hangzhou Asian Games, Wu Yanni reportedly secured at least eight deals, mostly signed in the two months between the Universiade and the Asian Games (August and September 2023). These partnerships include brands such as Yili, Luckin Coffee, Yadea, Flyco, Louis Vuitton, and Schwarzkopf. Sports marketing expert Zhang Qing notes that while Wu’s commercial value is substantial, her true worth lies in her performance on the track. “Athletes' commercial value is rooted in their sporting achievements and how they inspire through their dedication,” he says. As the most talked-about figure in Chinese athletics today, especially with veteran sprinter Su Bingtian absent from the Paris Olympics, Wu shoulders high expectations. Wu’s story is not just about breaking records, but also about breaking barriers. As she aims for the finals in Paris, she symbolizes a broader shift in how athletes can define themselves. Whether adorned with makeup or tattoos, Wu’s focus remains clear according to her: to achieve her personal best and to inspire others by staying true to herself. In recent years, luxury and beauty brands have diversified their ambassador roster by actively collaborating with sports stars that embody positive messages and energy and to minimize backlash risks. Wu is one of the few athletes wearing makeup during competitions, and she is known for that. This could make her a good fit for beauty brands. However, few brands have announced a collaboration with her ahead of the Paris Olympics. Given online netizens’ polarized opinions, it is clear that brands are patiently waiting for her results and consumer reaction before partnering with the young hurdler.

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Hurdler Wu Yanni: A new image for Chinese Olympians?