Why Sticking to Your Values is Good For Your Brand: What Marketers Can Learn From Alysa Liu

Alysa Liu was one of the top figure skaters in the world before announcing her retirement at age 16 in 2022—she was burnt out, overworked, and wanted to experience normal life as a normal girl. Homeschooled and isolated from friendships and peers from the age of 5, she wanted to make friends, get her driver’s license, and simply “do other stuff.” 

The skating world was shocked when she announced her retirement. And all of her competitors took a sigh of relief.

After spending a couple of years retired at 16 (must be nice), the adrenaline rush she felt during a 2024 Lake Tahoe ski trip unexpectedly reignited her love for the sport. She called her former coaches to tell them she was ready to return. Worried she’d regret her decision, they advised against it. But she insisted. 

Alysa returned for the 2024–25 season, but only under one condition: her happiness, expression, and creativity would be prioritized over winning and accolades. She was ready to return to the ice, but she knew she had to do it for herself, and on her terms. 

Her terms:

First: Creative control over her routines, costumes, and music. 

Alysa Liu’s alternative personal style has always made her stand out among her peers and in her sport. She’s attracted many critics over the years, who are vocal about their distaste for her look and personal flair, and want the sport to remain traditional.

“I didn't even pick my own programs, like people put me in dresses that I didn't want to wear, I was literally just like a dress-up doll and I didn't want to do it.”

Second: Agency over her training, diet, and schedule. 

Alysa decided she would no longer be overworked and isolated from the rest of the world. She wouldn’t accept a career that would prevent her from having a personal life or from spending time with family. And she wouldn’t return just to be restricted. 

“No one’s going to starve me or tell me what I can and can’t eat.”

Since her return, Alysa has stuck to her values and sense of self amid criticism and conflict. She now competes not for medals, but to showcase her artistry. She skates to Lady Gaga and Laufey songs in costumes she feels good in. She doesn’t care that her hair is controversial, or that traditional, old-timer judges and commentators find her facial piercings “disgusting.” She doesn’t care if coaches want her to train vs. spend Christmas with her family. She won’t do it anymore.

While some critics see this young woman sticking to her guns as entitled, selfish or privileged, marketers should probably take a page out of her book. She leads with her values and sense of self. Every time. And this dedication to who she is and what she stands for has successfully curated a brand for herself. One centered around authenticity, creativity, personal expression, and self-love.

Fans say she “skates like no one is watching.” Her programs move viewers to tears. It’s clear she’s there to show off her art, not score the most points and stand highest on the podium. 

But guess what? She’s still scoring the most points and standing highest on podiums. She won gold at the 2024 CS Budapest Trophy, her first event back from retirement. This month, she has catapulted into global fame during the 2026 Winter Olympics. America and the rest of the world have fallen in love with her. She’s an inspiration to athletes and alt-girls everywhere. 

Alysa cultivated this brand through a dedicated commitment to her values, and it has resonated with and stolen the hearts of millions of people across the world. She’s dominating the media with her witty interviews and inspiring story. Consumers are seeing the authenticity that they crave in Alysa Liu. She’s 100% herself, 100% of the time — on and off the ice. It’s helping her win and helping her build a dedicated fanbase. 

And just in, she won gold in the women’s free skate — the first women’s figure skating solo gold medal the United States has seen since 2002! She’s officially the best in the world at what she does, and it’s because she’s doing it her way. 

And that's what we're f****** talking about!