Golden State Warriors superstar Stephen Curry has officially signed a new endorsement agreement with Chinese sportswear powerhouse Li-Ning, marking a significant new chapter in the NBA star’s business empire.
The 38-year-old basketball icon has been free to pursue a new retail partnership since his long-running 12-year deal with Under Armour ended last year.
Under the new collaboration, Curry and Li-Ning will work together on developing footwear, apparel and other sports-related products. The partnership will also include plans to launch dedicated Curry Brand stores in both the United States and China.
Financial details of the agreement were not disclosed.
For Li-Ning, securing one of basketball’s biggest global stars represents a major step forward in its ambition to establish itself as a leading international sportswear brand, joining fellow Chinese sportswear giant Anta Sports in expanding beyond its home market.
Speaking in a video posted on his business platform Thirty Ink, Curry said the partnership would help accelerate the growth of his brand while supporting Li-Ning’s expansion efforts in the United States.
The Chinese sportswear company currently operates more than 7,000 stores across Asia and has been increasing its international presence in recent years.
The agreement marks Curry’s first-ever endorsement partnership with a Chinese brand. Earlier in his career, he was associated with Nike before moving to Under Armour, where he built the highly successful Curry Brand.
Curry now joins a growing list of NBA stars who have partnered with Chinese sportswear companies. Former NBA champion Dwyane Wade and Jimmy Butler have endorsement deals with Li-Ning, while Klay Thompson and Kyrie Irving are associated with Anta.
Anta has also expanded aggressively on the global stage through investments and acquisitions, including rights to international brands such as Fila and a strategic stake in Puma aimed at strengthening Puma’s presence in China.
Despite growing interest from Western brands seeking opportunities in China, competition remains intense as domestic manufacturers continue to offer more affordable alternatives amid slower consumer spending.
Curry described the Li-Ning partnership as an opportunity to provide his brand with an “expanded runway of resources” to grow its basketball, golf and lifestyle portfolios worldwide.
“We have plans to launch Curry Brand stores together in China and the US as we build on the success Li-Ning has already achieved and create even more growth opportunities,” he said.
Widely regarded as one of the greatest shooters in basketball history, Curry has won four NBA championships with the Golden State Warriors and remains one of the sport’s most influential figures on and off the court.
