Steph Curry signs with Chinese brand Li-Ning after Under Armour split
Steph Curry has signed an endorsement deal with Li-Ning, expanding the Chinese brand's global push after his split with Under Armour.
Intelligence analysis by GPT-5.4 Mini
Stephen Curry is moving from Under Armour to Li-Ning, giving the Chinese sportswear company a marquee global name as it pushes beyond Asia. The deal includes new products and plans for Curry Brand stores in both the US and China.
Stephen Curry used to work with Under Armour, but now he has made a new deal with a company from China called Li-Ning. That company wants to become bigger around the world, and Curry is one of the biggest names in basketball.
It is a bit like a famous chef switching restaurants and helping a new place become popular. His name can bring in fans, attention, and shoppers.
The story matters because it shows Chinese companies trying to compete with big Western brands. It also shows that selling sports shoes and clothes in China is getting harder for some companies.
Analysis
What happened
Stephen Curry says he has signed an endorsement deal with Li-Ning, the Chinese sportswear giant. The move follows the end of his 12-year partnership with Under Armour in 2025, which left him free to choose a new retail partner for his shoes and sportswear.
What the deal covers
According to the report, Curry and Li-Ning will work together on new products and on plans to open Curry Brand stores in both the US and China. Curry said in a video on his business website, Thirty Ink, that the partnership should help Li-Ning expand in the US and give his own brand an "expanded runway of resources" to grow its basketball, golf and other lines.
Why Li-Ning wants him
Li-Ning already has a large footprint in Asia, with more than 7,000 shops there, and the signing is presented as a major step in its effort to become an international brand. The article places the move in a broader trend: other NBA players, including Dwyane Wade and Jimmy Butler, have worked with Li-Ning, while Klay Thompson and Kyrie Irving are linked to Anta.
The bigger business picture
The article says Chinese sportswear companies have been pushing outward, partly by buying rights to Western brands or assets. It also notes the market remains difficult: Western brands want access to China, but they face sharp competition from lower-priced local manufacturers, and demand in China has slowed because domestic spending is weak.
Key points
- Stephen Curry has signed an endorsement deal with Li-Ning after ending his Under Armour partnership.
- The companies plan to work on new products and open Curry Brand stores in the US and China.
- Li-Ning sees the deal as part of its push to become a more international brand.
- The article says Western brands face intense competition from cheaper local Chinese manufacturers.
- It also notes that demand in China has slowed because domestic spending is weak.
If the partnership works, Li-Ning could use Curry's fame to expand more successfully in the US and build a bigger global brand. Curry also gets more resources to grow his own basketball, golf and other product lines, with new stores planned in both countries.
The deal still has to overcome tough competition from established Western brands and from other Chinese rivals that are also expanding globally. The article also notes weaker demand in China, which could make it harder for Li-Ning to turn the partnership into broad sales growth.
