Stephen Curry Signs Landmark Global Endorsement Deal with Li-Ning

Golden State Warriors superstar Stephen Curry has officially signed a major endorsement agreement with Chinese sportswear giant Li-Ning.

The 38-year-old four-time NBA champion was free to secure a new retail partnership for his signature line of shoes and athletic apparel after concluding a 12-year contract with United States activewear firm Under Armour last year.

Commenting on the endorsement agreement, NBA Golden State Warriors point guard, Curry, said: “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.”

The commercial alliance will see Curry and Li-Ning collaborate directly on the development of new performance products and the establishment of a dedicated, signature chain of retail stores spanning both the United States and Chinese markets.

While the exact financial valuation of the multi-year deal was not immediately disclosed by either party, the agreement grants Curry’s personal brand an expanded runway of corporate resources to aggressively grow its basketball, golf, and lifestyle portfolios globally.

The transaction marks a significant milestone in Li-Ning’s long-term corporate strategy to transition from a regional leader into a dominant international brand. The Chinese sportswear firm already maintains a massive retail footprint consisting of approximately 7,000 shops across Asia, and it intends to leverage Curry’s immense global popularity to accelerate its physical and digital distribution networks within the highly competitive North American market.

Shifting Dynamics in the Sportswear Landscape

The partnership represents Curry’s first formal collaboration with a Chinese brand, having previously partnered with Nike at the beginning of his professional career before his long-term tenure with Under Armour. By joining Li-Ning, Curry aligns with an expanding roster of elite NBA players who have transitioned to Chinese sportswear manufacturers.

Li-Ning’s current basketball stable includes high-profile figures such as Dwyane Wade and Jimmy Butler, while competing Chinese label Anta boasts partnerships with Kyrie Irving and Curry’s former Golden State teammate, Klay Thompson.

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