One type of celebrity which would have differed from the western norm in the Soviet Union would have been the Stakhanovite workers in the 1930s, starting with people like Alexei Stakhanov himself. These were workers who achieved exceptional output levels in their workplace - so Stakhanov's feat was to complete 14 times his coal quota in a shift. In reality these achievements were somewhat staged, Stakhanov wasn't just working on his own and IIRC had extra support workers assigned, but equally sometimes the credit was given to a team of workers.

They were similar to celebirities in that their achievements were promoted in the press, and the really famous ones often continued to appear in the press in other capacities. Stakhanovite workers were used as role models for Soviet cultural ideals naturally. So the press would focus on the material reward they might have received for example. But getting a new car was about making it easier for them to get to work, or to showcase the new plenty etc. that other Soviet workers were notionally able to look forward to, rather than as a since of opulence and excess.

Equally there was an emphasis on these exceptional worker figures also essentially being exceptional Communnist party figures. So they would also get a lot of coverage about their studying hard, inspiring other workers, going to party meetings, being moral characters etc. This reinforced that their celebrity and material rewards etc. went along with their hard work and desirable features. While I ponder this it occurs to me this might also be sort of true of 'normal' celebrities, its just the ideal they are supposed to be 'modelling' is different.

Stakhanovites might also have been a 'model' or encouragement of the use of 'shock brigades' in work places. These were a way for a manager to get a group of better workers together to go all out on a particular task, in order to meet or exceed targets.

Sheila Fitzpatrick's "Everyday Stalinism" and Stephen Kotkin's "Magnetic Mountain" go into the Stakhanovite phenomena and the press coverage that went with it. Kotkin talks about the formation and use of brigades in workplaces, and the broader connotations this could have in breaking up existing teams/identities, such as for the peasants that came to work in groups at Magnitogorsk.

IIRC Fitzpatrick also talks about sports players are celebrities, but I don't remember that part very well so won't comment.