Steph Curry Partners with Li-Ning Following Departure from Under Armour

Golden State Warriors icon Stephen Curry has officially entered into an endorsement agreement with the Chinese sportswear powerhouse Li-Ning. The 38-year-old basketball star, who became eligible to partner with a new retailer for his footwear and apparel line after concluding a 12-year contract with Under Armour last year, will now collaborate with Li-Ning on product development. A key component of this partnership involves launching signature Curry Brand retail locations in both the United States and China. While the financial specifics of the deal remain undisclosed, the move represents a significant milestone for Li-Ning in its bid to establish itself as a global brand, competing alongside peers such as Anta.

Curry highlighted the mutual benefits of the alliance in a video posted to his business platform, Thirty Ink. He noted that Li-Ning, which currently operates more than 7,000 stores across Asia, possesses the infrastructure to help expand his brand’s presence in the US market. In response to inquiries from the BBC, Li-Ning stated that the collaboration will focus on promoting sports culture and developing products across multiple categories, with initial emphasis on basketball and golf.

This agreement marks Curry’s first venture with a Chinese manufacturer. Early in his career, he was sponsored by Nike before transitioning to Under Armour. He is now part of an increasing number of NBA players who have aligned themselves with Chinese companies. Fellow Li-Ning signatories include Dwyane Wade and Jimmy Butler, while Klay Thompson and Kyrie Irving partner with Anta. Anta, originally a manufacturer for international labels, has aggressively pursued global expansion by acquiring rights to Western brands like Fila and securing a significant stake in Puma this year, with commitments to aid the company’s growth within the Chinese market.

The partnership arrives at a challenging time for Western brands seeking to penetrate the Chinese market, which is characterized by fierce competition from local manufacturers offering lower-priced alternatives. Additionally, domestic spending in China has decelerated, slowing overall demand. Despite these hurdles, Curry expressed optimism about the resources available to his brand. He described the deal as providing an “expanded runway of resources” to grow his portfolios in basketball, golf, and other sectors globally. “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.

Curry, the point guard for the Golden State Warriors, remains one of the most recognizable figures in sports. Widely considered one of the greatest shooters in NBA history, he is a four-time league champion.

Source: BBC News Generated at: 2026-06-02 04:23:22 UTC