Stephen Curry Joins Li-Ning After Under Armour Split
Golden State Warriors superstar Stephen Curry has announced he has signed an endorsement agreement with Chinese sportswear giant Li-Ning.
The 38-year-old athlete became available to partner with a retail brand for his line of shoes and sportswear following the conclusion of a 12-year contract with US activewear company Under Armour last year.
Curry and Li-Ning will collaborate on developing new products and plan to launch his signature chain of stores in both the United States and China. The financial terms of the deal have not been disclosed.
This signing represents a significant milestone in Li-Ning's strategy to expand internationally, positioning itself alongside other prominent Chinese sportswear brands such as Anta.
Expansion Plans and Partnership Goals
In a video shared on his business website Thirty Ink, Curry highlighted that the partnership aims to help Li-Ning grow its presence in the US market, where the company currently operates more than 7,000 stores across Asia.
Li-Ning informed the BBC that it will collaborate with Curry to promote sports culture and develop products across various categories, beginning with golf and basketball.
Curry's Career and Brand Collaborations
This deal marks Curry's first collaboration with a Chinese brand. Earlier in his career, he partnered with Nike before moving to Under Armour.
He joins an increasing number of NBA stars who have signed with Chinese brands, including Dwyane Wade and Jimmy Butler with Li-Ning, as well as Klay Thompson and Kyrie Irving, who are associated with Anta.
Anta, which previously manufactured shoes for international brands, has spearheaded a global expansion by acquiring rights to Western companies such as Fila. In 2024, it also acquired a significant stake in Puma, committing to support Puma's growth in China.
Western brands have sought to establish a presence in China but face stiff competition from local manufacturers offering more affordable products. Additionally, demand in China has slowed due to reduced domestic consumer spending.
Curry's Vision for Global Growth
Curry expressed that the agreement will provide his brand with an "expanded runway of resources" to develop its basketball, golf, and other product portfolios worldwide.
"We have plans to launch Curry Brand stores together in China and the US, as we look to build on the success that Li-Ning has already established, with even more growth," he said.
About Stephen Curry
Stephen Curry, a point guard for the Golden State Warriors, is among the most recognized figures in basketball today. He is a four-time NBA champion and is widely regarded as one of the greatest shooters in the history of the sport.
