Stephen Curry Signs Endorsement Deal With Chinese Sportswear Giant Li-Ning

By Blessing Nweke

Golden State Warriors star Stephen Curry has signed a new endorsement agreement with Chinese sportswear company Li-Ning, marking a significant move for both the NBA icon and the fast-growing brand.

Curry, 38, had been free to seek a new retail partner after ending his 12-year relationship with US sportswear manufacturer Under Armour last year. Financial details of the agreement were not disclosed.

Under the partnership, Curry and Li-Ning will work together on developing new footwear and apparel products. The collaboration also includes plans to launch Curry Brand stores in both the United States and China, expanding the reach of his signature line.

In a video posted on his business platform, Thirty Ink, Curry said the partnership would provide new opportunities for growth while helping Li-Ning strengthen its presence in the American market. The company already operates more than 7,000 stores across Asia.

The agreement represents Curry’s first collaboration with a Chinese brand. Earlier in his career, he was associated with Nike before joining Under Armour, where he built one of basketball’s most successful signature shoe lines.

Li-Ning views the signing as an important step in its efforts to become a global sportswear leader. The company is competing with other Chinese brands, including Anta, which has expanded internationally through investments and acquisitions involving major Western sportswear labels.

Curry joins several NBA stars who have partnered with Chinese brands. Dwyane Wade and Jimmy Butler have endorsement deals with Li-Ning, while Klay Thompson and Kyrie Irving are associated with Anta.

Speaking about the new venture, Curry said the deal would give his brand an “expanded runway of resources” to grow its basketball, golf and other product portfolios worldwide. He added that the planned Curry Brand stores in China and the US would build on Li-Ning’s existing success while creating new opportunities for expansion.

Widely regarded as one of the greatest shooters in basketball history, Curry is a four-time NBA champion and remains one of the sport’s most recognizable figures.