Li-Ning secures Stephen Curry deal in bid to challenge global sportswear rivals
The agreement marks the end of Curry’s 12-year tenure with Under Armour and signals a shift in how Chinese brands are positioning themselves against Western giants like Nike and Adidas.
Golden State Warriors superstar Stephen Curry has signed an endorsement deal with Chinese sportswear manufacturer Li-Ning, ending a 12-year partnership with US activewear firm Under Armour. The collaboration, which follows the conclusion of Curry’s previous contract last year, involves the development of new products and plans to launch signature Curry Brand stores in both the United States and China.
Li-Ning, which currently operates more than 7,000 shops across Asia, has described the agreement as a "landmark victory" in its efforts to compete with global industry leaders such as Nike and Adidas. Linda Yu of marketing agency Red Ant Asia noted that such endorsements are the "lifeline of sportswear brands," suggesting that Curry’s profile will assist Li-Ning in establishing a stronger foothold in markets like the US.
The partnership will initially focus on golf and basketball categories. According to Li-Ning, the collaboration aims to promote sports culture while developing products across a range of segments. Curry, who previously partnered with Nike early in his career, stated that the deal provides his brand with an "expanded runway of resources" to grow its basketball, golf, and other portfolios globally.
Curry joins a growing cohort of NBA stars aligning with Chinese manufacturers. Dwayne Wade and Jimmy Butler have signed with Li-Ning, while Klay Thompson and Kyrie Irving are partnered with Anta. Anta, which has expanded its global footprint by acquiring rights to Western firms such as Fila and taking a key stake in Puma, has led a broader push by Chinese labels to secure international talent.
The move comes as Chinese firms seek growth overseas amid slowed domestic demand and low spending within China. While Western brands have historically sought to gain a foothold in the Chinese market, they face intense competition from local manufacturers offering cheaper goods. Sportswear marketing consultant Wei Kan described the Curry deal as a "step beyond" typical celebrity endorsements, noting that entrusting a star’s product line to a Chinese manufacturer sets a "real marker for the industry."
Other Chinese companies have also secured high-profile international endorsements to bolster their global presence. Appliance maker Dreame has enlisted football star Cristiano Ronaldo, while BYD’s premium electric car brand, Denza, has tapped actor Daniel Craig. The financial value of Curry’s deal with Li-Ning was not immediately disclosed, nor were specific timelines provided for the launch of the new stores.
