Golden State Warriors star Stephen Curry has announced a new endorsement deal with Chinese sportswear company Li-Ning following his departure from Under Armour.
The 38-year-old ended a 12-year partnership with US activewear firm Under Armour last year, leaving him free to sign with a new retail partner for his shoe and sportswear line.
Under the new agreement, Curry and Li-Ning will collaborate on new products and launch a signature chain of shops across the US and China, though the financial terms were not disclosed.
The signing represents a significant move in Li-Ning’s ambitions to grow into an internationally recognised brand, placing it alongside fellow Chinese sportswear label Anta.
Marketing agency Red Ant Asia’s Linda Yu described the partnership as a “landmark victory” for Li-Ning, demonstrating that Chinese sportswear brands can compete with global giants like Nike and Adidas for top athlete endorsements.
Yu added that endorsement deals are the “lifeline of sportswear brands” and that a name like Curry’s can help Li-Ning establish itself in markets including the United States.
In a video posted on his Business website Thirty Ink, Curry said the partnership would support Li-Ning’s expansion in the US, where the brand currently operates more than 7,000 shops across Asia.
Li-Ning told the BBC it plans to work with Curry to promote sports culture and develop products across several categories, beginning with golf and basketball.
This marks Curry’s first collaboration with a Chinese brand, having previously partnered with Nike early in his career before his long-running association with Under Armour.
He joins a growing list of NBA players who have signed with Chinese brands, including Dwayne Wade and Jimmy Butler with Li-Ning, and Klay Thompson and Kyrie Irving partnered with Anta.
Anta has led a broader global push by acquiring rights to Western firms including Fila and this year also purchased a key stake in Puma, pledging to support the brand’s growth in China.
Many Western brands have sought to expand into China but face strong competition from local manufacturers offering lower-priced goods, while domestic consumer spending has also slowed in the country.
Curry said the deal would give his brand an “expanded runway of resources” to develop its basketball, golf, and other portfolios on a global scale.
“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,” Curry said.
Sportswear marketing consultant Wei Kan described the deal as a “step beyond” typical endorsement arrangements that simply attach a famous face to a company’s products.
Kan added that because the deal entrusts Curry’s entire branded product line to Li-Ning, it sets “a real marker for the industry” in how Chinese firms can structure athlete partnerships.