Steph Curry signs with Chinese brand after Under Armour split

Stephen Curry, the Golden State Warriors star and four-time NBA champion, has signed a new endorsement deal with Chinese sportswear giant Li-Ning following the end of his 12-year partnership with Under Armour. The 38-year-old athlete will collaborate with Li-Ning on new product lines and plans to launch his signature Curry Brand stores in both the United States and China. The financial terms of the agreement have not been disclosed, but the deal marks Curry’s first collaboration with a Chinese brand after previously partnering with Nike and Under Armour. This partnership represents a significant milestone for Li-Ning as it seeks to expand its global presence and compete with established international sportswear giants like Nike and Adidas. With over 7,000 stores across Asia, Li-Ning aims to leverage Curry’s global appeal to strengthen its foothold in the US market. Marketing experts view the deal as a "landmark victory" for Chinese sportswear, highlighting the growing influence of local brands in the competitive global market. Curry emphasized that the partnership will provide his brand with expanded resources to grow its basketball, golf, and other sports portfolios worldwide. The move also aligns with a broader trend of NBA stars signing with Chinese brands, including Dwyane Wade and Jimmy Butler with Li-Ning, and Klay Thompson and Kyrie Irving with Anta, another major Chinese sportswear company. Anta has recently made significant global moves, including acquiring a stake in Puma to boost its presence in China. While Western brands have long sought to penetrate the Chinese market, they face stiff competition from local manufacturers offering more affordable products amid slowing domestic consumer spending. Curry’s collaboration with Li-Ning not only underscores the shifting dynamics in the sportswear industry but also reflects the increasing globalization of athlete endorsements. The partnership is expected to promote sports culture and innovation across multiple categories, starting with basketball and golf, as both parties look to capitalize on Curry’s star power and Li-Ning’s growing international ambitions.