All for Mikaela Shiffrin: University student conquers social media

Personal enthusiasm led Gina Salevsky to develop a professional social media project with international reach - and a valuable foundation for her academic and professional career. The student of the Bachelor's program in Marketing & Communication Management at the University of Applied Sciences Kufstein Tirol is co-founder of the world's first official fan club of ski star Mikaela Shiffrin and is now responsible for an Instagram channel with over 43,000 followers.

Everything started with a simple question: How is it possible that an athlete with such global appeal doesn't have a permanent fan club? Together with a friend, Gina founded the fan club in 2019, driven by a genuine appreciation for the person behind the exceptional athletic achievements. The accompanying Instagram account was initially intended as a complementary communication tool, but quickly developed a dynamic of its own.

Looking ahead to the 2026 Winter Olympics in Milan-Cortina, this work takes on added relevance: Mikaela Shiffrin will once again be the focus of international sporting attention there - and with her, the digital channels that follow her achievements and personality for a global community. The Olympics in particular highlight how important strategic social media communication has become for the perception of top-level sport.

PRACTICAL PROJECT WITH GROWING DEMANDS

When Gina became more involved in content and visual design at the end of 2021, she brought her self-taught skills in editing and graphic design to the table. Step by step, the website became more professional: the visual language gained clarity, content followed a strategy, and formats were planned and further developed. A respectful, authentic approach was particularly important to her - far removed from exaggerated fan behavior, with clear quality standards.

At first, it was not foreseeable that this would develop into a channel with such a wide reach. Today, the project impressively demonstrates the potential that can be created when passion is consistently developed. The account has long since become more than just fan work - it is a real social media laboratory.

Marketing & Communication Management as a Learning Accelerator

Alongside her work, Gina is completing a bachelor's degree in Marketing & Communication Management. Topics such as digital communication, target group analysis, media production, and strategic storytelling were not just theory for her, but something she put into practice right away. While many students work with simulated campaigns, Gina worked with a real community that responded directly to decisions.

She analyzed reach, observed changes in user behavior surrounding sporting events, and developed content strategies under real-world conditions. Several of her practical skills were credited toward her degree. The fan account is also regularly used as a case study in courses and project work - serving as a bridge between academic theory and practical application.

CAREER OPPORTUNITIES THROUGH VISIBILITY AND TRUST

As she became more professional, Gina also caught the attention of companies in sports marketing. Her skills in editing, storytelling, community management, and crisis communication are exactly what the industry needs. What's really special is that Gina and Mikaela Shiffrin have gotten to know each other personally over the years - a relationship based on trust that gives their work extra credibility.

This close relationship has already enabled joint content productions, including competition videos and training insights. Such projects combine personal passion with professional responsibility and marked important milestones for Gina. At the same time, her network in the sports world grew: she now knows media teams, photographers, and other players personally - a long-term advantage for her professional positioning.

BETWEEN RESPONSIBILITY AND PERSONAL PASSION

Success also brings challenges. The account requires between ten and twenty hours of planning, maintenance, and content production each week. Finding the right balance is particularly challenging on race weekends: experiencing the excitement live while delivering high-quality content in real time requires discipline and organization.

Added to this are rising expectations from the community, requests for fan merchandise and requests for contact. Setting clear boundaries while still communicating professionally is part of the learning process. Issues such as copyright, image rights, and brand responsibility also play a central role.

Nevertheless, Gina sees the positive side: new friendships, international experiences, and a project that goes far beyond a hobby. Her journey impressively demonstrates how personal commitment, academic education, and career opportunities can intertwine - and how enthusiasm can lead to real expertise.

Links:

• Marketing & Communication Management | ft
• Mikaela Shiffrin Fanpage | Instagram

This article was written by students of the Marketing & Communication Management program as part of a practical project.