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Curry signs with Li-Ning after Under Armour exit
NBA superstar Stephen Curry has agreed an endorsement deal with Chinese sportswear brand Li-Ning, marking his first partnership with an Asian company since leaving Under Armour last year.
Deal expands Li-Ning's global ambitions
The collaboration will see Curry and Li-Ning co-develop new products and launch a chain of Curry Brand retail stores in the U.S. and China. Financial terms were not disclosed.
Li-Ning, which operates over 7,000 stores across Asia, called the deal a "landmark victory" in its push to rival global giants like Nike and Adidas. Marketing analyst Linda Yu of Red Ant Asia said securing Curry demonstrates Chinese brands can compete for top-tier athlete endorsements.
Beyond endorsements: A deeper partnership
Unlike traditional deals where athletes simply lend their name to products, Curry's agreement entrusts Li-Ning with his entire branded line, including basketball and golf apparel. "This sets a real marker for the industry," said sportswear consultant Wei Kan.
In a video on his business site Thirty Ink, Curry said the partnership would give his brand "an expanded runway of resources" to grow globally. Li-Ning confirmed plans to promote sports culture alongside product development.
Chinese brands court NBA stars
Curry joins a growing list of NBA players aligned with Chinese brands, including Dwayne Wade and Jimmy Butler (Li-Ning) and Klay Thompson and Kyrie Irving (Anta). Anta, another major Chinese sportswear firm, has aggressively expanded by acquiring Western brands like Fila and a stake in Puma.
While Western brands seek access to China's market, they face stiff competition from local manufacturers offering lower prices. Domestic demand has also softened amid economic uncertainty.
Curry's career and brand legacy
A four-time NBA champion with the Golden State Warriors, Curry is widely regarded as one of basketball's greatest shooters. His move to Li-Ning follows a 12-year partnership with Under Armour and an early-career deal with Nike.
Other Chinese brands have also pursued high-profile endorsements, such as appliance maker Dreame with Cristiano Ronaldo and electric car brand Denza with actor Daniel Craig.
