Stephen Curry Agrees Endorsement Deal with Chinese Sportswear Giant Li-Ning
Golden State Warriors guard Stephen Curry has confirmed a new endorsement agreement with Chinese sportswear giant Li-Ning. The 38-year-old basketball icon, who recently concluded a 12-year deal with US-based Under Armour, is now free to develop his signature line of footwear and apparel with the Chinese firm.
The collaboration between Curry and Li-Ning will encompass product development and the launch of dedicated Curry Brand retail outlets in both the United States and China. The financial terms of the agreement have not been publicly disclosed.
This move represents a strategic step for Li-Ning in its ambition to enhance its global footprint, mirroring the international expansion efforts of other Chinese sportswear manufacturers such as Anta.
Curry Brand Global Expansion
In a statement released on his business platform, Thirty Ink, Curry indicated that the partnership would facilitate Li-Ning's growth in the US market. Li-Ning currently operates over 7,000 stores across Asia. The company has stated its intention to work with Curry on promoting sports culture and developing products in various categories, initially focusing on golf and basketball.
This marks Curry's initial collaboration with a Chinese brand, having previously partnered with Nike early in his career before his long-standing association with Under Armour. He joins a growing cohort of NBA players who have aligned with Chinese labels, including Dwyane Wade and Jimmy Butler, who are also with Li-Ning, and Klay Thompson and Kyrie Irving, who are partnered with Anta.
Anta, which historically manufactured for Western brands, has aggressively pursued global expansion through acquisitions, securing rights to firms such as Fila and obtaining a significant stake in Puma this year to support its growth within China. While many Western brands have sought market entry in China, they face substantial competition from domestic manufacturers offering more affordable goods, compounded by a slowdown in local consumer spending.
Curry articulated that the deal provides his brand with an "expanded runway of resources" for the global expansion of its basketball, golf, and other product portfolios. He stated, "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."
