The NBA star embarks on a new chapter with the Chinese sportswear giant, aiming to expand his brand globally.
Category: Business
Golden State Warriors superstar Stephen Curry has officially signed a 10-year endorsement deal with Chinese sportswear giant Li-Ning, marking a new chapter in his career after parting ways with Under Armour in November 2025. As seen in a trending post on r/sports, the deal includes the development of basketball products, athleisure wear, and a comprehensive golf line.
Curry, who has been a sneaker free agent since his split from Under Armour, confirmed the partnership via social media. "The future of Curry Brand will be powered by a company truly rooted in sports and innovation," he stated, expressing excitement about the potential to inspire the next generation of athletes globally.
The collaboration with Li-Ning will also involve the launch of Curry Brand stores in both the United States and China, aiming to tap into the growing market for sportswear in Asia. Li-Ning currently operates over 7,000 shops across the continent and is looking to expand its reach internationally.
Industry insiders have noted that Curry's decision to partner with Li-Ning over other American and foreign brands highlights his commitment to innovation and quality. During his evaluation process, he reportedly found comfort in the shoes of Li-Ning's signature athletes, including fellow NBA stars Dwyane Wade and Jimmy Butler.
This partnership comes at a time when many Western brands are struggling to maintain their foothold in the competitive Chinese market, where local manufacturers offer increasingly affordable options. Li-Ning, established in 1990 by former Olympic gymnast Li Ning, has been making strides in the sportswear industry, positioning itself alongside other notable Chinese brands like Anta, which has also made headlines for its aggressive expansion and acquisitions.
Previously, Curry had a successful 12-year partnership with Under Armour, during which he became one of the brand's most recognizable faces. The split was described as mutual, with Curry expressing gratitude for their time together, but also frustration over what many industry analysts viewed as a lack of investment in his brand as Under Armour's valuation declined.
Before joining Under Armour in 2013, Curry was with Nike, where he began his professional career. His move to Li-Ning is particularly notable as it marks his first collaboration with a Chinese brand, and he aims to leverage this partnership to build a global sports empire akin to Michael Jordan's iconic Jordan Brand.
The agreement with Li-Ning is expected to include product development and initiatives aimed at promoting sports culture. Curry mentioned plans to sign both male and female athletes under his brand, which could open up new avenues for sponsorships and collaborations in the rapidly growing sports market.
Curry's agent, Jeff Austin, played a key role in finalizing the negotiations, which had been in discussion for several months. The terms of the deal have not been disclosed, but it is anticipated to provide substantial resources for the expansion of the Curry Brand.
As Curry prepares for the upcoming NBA season, where he will turn 39, the focus will be on how he balances his playing career with his entrepreneurial ambitions. With this new partnership, he is positioned not just as a player but as a brand ambassador and business leader in the sports industry.
In a recent Instagram post, Curry emphasized his commitment to quality and innovation, stating, "I couldn’t be more proud to build a long-term vision with Li-Ning that will fuel Curry Brand for years to come and help players of all levels improve their game." The partnership is viewed as a strategic move that aligns with the growing trend of athletes taking control of their brands and leveraging their influence beyond the court.
As Curry embarks on this new venture with Li-Ning, the sports world will follow closely closely to see how this collaboration evolves and what impact it will have on the global sportswear market.
This article is grounded in a discussion trending on Reddit. Claims from the original post and comments may not reflect independently verified reporting.