Stephen Curry has signed a 10-year endorsement deal with Chinese sportswear company Li-Ning to expand his global brand [1], [4].
The agreement marks a massive shift in the sports marketing landscape as one of the NBA's most influential players moves his business operations to a Chinese firm. This transition signals a strategic pivot for Curry to gain more autonomy over his brand while helping Li-Ning penetrate the Western market.
Announced on Monday, June 1, 2026 [4], the partnership is reportedly valued at over $400 million [2]. The deal follows the conclusion of Curry's 13-year partnership with Under Armour [3].
Under the new terms, the collaboration will focus on the global expansion of the Curry Brand. This includes the production of basketball products, a dedicated golf line, and leisure clothing [1], [2]. Additionally, the agreement grants Curry the ability to sign other athletes to the brand [1].
Curry said the agreement is "the partnership of a lifetime" [1].
Li-Ning, based in China, is using the deal to expand its global footprint [3]. By aligning with the Golden State Warriors star, the company gains immediate visibility and credibility within the U.S. basketball community. The move allows the brand to leverage Curry's international appeal to compete with established Western sportswear giants.
“"the partnership of a lifetime"”
This partnership represents a significant geopolitical and economic shift in athletic endorsements. By moving from a U.S.-based company like Under Armour to a Chinese firm, Curry is diversifying his financial interests and betting on the growth of Asian sportswear in the West. For Li-Ning, acquiring a marquee NBA talent provides a critical bridge to the North American consumer market, potentially challenging the dominance of traditional Western brands.
