Stephen Curry Partners With Li-Ning After Ending Under Armour Deal
Basketball icon Stephen Curry has signed a new endorsement agreement with Chinese sportswear company Li-Ning, marking a significant move for both the athlete and the brand as they seek to expand their global presence.
The partnership comes after Curry’s 12-year relationship with Under Armour ended last year, leaving the four-time NBA champion free to pursue a new retail collaboration for his signature footwear and apparel business.
Under the agreement, Curry and Li-Ning will work together on the development of new products and the expansion of the Curry Brand through dedicated retail stores in both the United States and China. Financial details of the deal were not disclosed.
Speaking in a video shared through his business platform, Thirty Ink, Curry described the partnership as an opportunity to accelerate the growth of his brand while helping Li-Ning strengthen its presence in the American market.
Li-Ning, which operates more than 7,000 stores across Asia, said the collaboration will extend beyond basketball and include product development in categories such as golf and lifestyle apparel. The company also noted that it plans to work closely with Curry to promote sports culture globally.
The agreement represents Curry’s first endorsement partnership with a Chinese brand. Earlier in his career, he was associated with Nike before moving to Under Armour, where he became one of the company’s most recognizable athletes.
Curry joins a growing list of NBA stars partnering with Chinese sportswear companies. Former NBA champion Dwyane Wade and Jimmy Butler have endorsement deals with Li-Ning, while Klay Thompson and Kyrie Irving are associated with Anta Sports.
The move highlights the growing influence of Chinese sportswear manufacturers in the global athletic apparel industry. Companies such as Li-Ning and Anta have increasingly sought international recognition, competing with established Western brands through strategic partnerships, acquisitions and athlete endorsements.
Curry said the partnership provides additional resources to expand the reach of the Curry Brand across basketball, golf and other product categories, adding that plans are already underway to establish branded stores in key markets in China and the United States.
Widely regarded as one of the greatest shooters in basketball history, Curry remains one of the NBA’s most marketable athletes and a central figure for the Golden State Warriors.
