NBA's Stephen Curry Signs Long-Term Deal with Chinese Sportswear Giant
The deal expands Curry Brand into basketball, golf and lifestyle while giving Curry the ability to sign athletes under the brand.
- Stephen Curry signed a 10-year, $400 million endorsement deal with Chinese sportswear brand Li-Ning, ending his shoe free agency after leaving Under Armour in 2025.
- Curry's partnership with Li-Ning includes basketball gear, golf products, athleisure clothing, and allows him to sign other athletes to his brand, with stores planned in both China and the United States.
- The deal drew criticism due to Li-Ning's association with forced labor allegations and a U.S. import ban, with U.S. Representative Chris Smith planning to request inspections of Li-Ning imports.
- Curry chose Li-Ning partly because of comfort testing shoes worn by Li-Ning athletes Jimmy Butler and Dwyane Wade despite higher offers from other brands.
113 Articles
113 Articles
NBA’s Stephen Curry Announces 10-Year Deal With Chinese Sportswear Giant Li-Ning
Stephen Curry and Chinese sportswear giant Li-Ning announced an endorsement deal on June 1. ESPN’s Shams Charmania, a senior NBA insider, said the 10-year deal is worth more than $400 million, with Curry choosing the Chinese brand over others offering similar-sized deals, and at least one offering even more. China and multiple Chinese brands are major sponsors of the NBA. “The future of the Curry brand will be powered by a company truly rooted i…
NBA Superstar Inks $400 Million Deal With Chinese Brand Despite Another Company Offering More Money: REPORT
Stephen Curry, a superstar guard for the Warriors, has signed a 10-year endorsement deal worth $400 million with Li-Ning, a sports apparel brand based in China.
NBA star Steph Curry signs 10-year deal with China's Li-Ning
The Golden State Warriors star called the deal with Li-Ning "the partnership of a lifetime" that will include global expansion of his Curry Brand, basketball products, a golf line, leisure clothing and the ability to sign other athletes to his brand.
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