Stephen Curry has signed an endorsement agreement with Li-Ning, marking a major move for the Chinese sportswear giant as it seeks to expand its international presence.
The four-time NBA champion announced the partnership after becoming a free agent in the sportswear market following the end of his 12-year relationship with Under Armour last year.
Under the agreement, Curry and Li-Ning will collaborate on new products and launch Curry-branded retail stores in both the United States and China. Financial details of the deal were not disclosed.
The partnership is seen as a significant boost for Li-Ning’s ambitions to compete globally with established sportswear brands such as Nike and Adidas.
Marketing analysts say securing one of basketball’s biggest stars demonstrates the growing ability of Chinese sportswear companies to attract elite international athletes and strengthen their global appeal.
In a video shared through his business platform, Curry said the partnership would help expand his brand internationally while supporting Li-Ning’s growth in the US market.
The company said it plans to work with Curry on a range of product categories, including basketball and golf, while also promoting sports culture through the collaboration.
Curry’s move follows a wider trend of NBA players partnering with Chinese sportswear brands. Former NBA stars Dwyane Wade and Jimmy Butler have endorsement agreements with Li-Ning, while Klay Thompson and Kyrie Irving are associated with Anta Sports.
Curry said the deal provides his brand with greater resources to expand its basketball, golf and lifestyle offerings 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,” he said.
Erizia Rubyjeana
