Stephen Curry signed a 10-year endorsement deal with Chinese sportswear brand Li-Ning on Monday, June 1, 2026 [1, 2].
The move signals a major shift in the global sports marketing landscape as one of the NBA's most influential players pivots away from a long-standing U.S. brand. By partnering with a Chinese firm, Curry aligns himself with a growing trend of international brands seeking global icons to increase their visibility outside of Asia.
The agreement officially ends Curry's previous partnership with Under Armour [1, 2]. The Golden State Warriors star sought a new partnership after splitting from the American company [1, 3].
Li-Ning is part of a broader strategy by Chinese sportswear companies to court global stars to boost their international profile [1, 3]. The 10-year term of the contract [1] suggests a long-term commitment to building the brand's presence in the North American market, and beyond.
In a related development, an auction of Curry's shoes raised $1.7 million [2]. This financial milestone coincides with the transition between his former and current footwear sponsors.
The deal comes at a time when the intersection of professional sports and international trade continues to evolve. While many athletes have previously signed with global brands, the scale of this commitment underscores the aggressive expansion goals of Chinese athletic apparel companies.
“Stephen Curry signed a 10-year endorsement deal with Chinese sportswear brand Li-Ning”
This partnership reflects the increasing competitiveness of Chinese sportswear brands in the global market. By securing a decade-long deal with a high-profile athlete like Curry, Li-Ning is attempting to challenge the dominance of established Western brands in the U.S. and international sectors, leveraging the NBA's global reach to penetrate new consumer demographics.
