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 endorsement deal with Chinese sportswear company Li-Ning, expanding his Curry Brand globally across basketball, athleisure, golf products, and the ability to sign other athletes under his brand.
- Curry ended a 12-year partnership with Under Armour in November 2025, becoming a sneaker free agent and testing multiple brands before selecting Li-Ning.
- Curry was influenced by wearing Li-Ning signature shoes of NBA players Jimmy Butler and Dwyane Wade, which helped him decide to partner with Li-Ning.
- Li-Ning plans to grow Curry Brand with multi-category products, global expansion, including opening stores in China and the U.S., and focusing on long-term brand co-creation and inspiring young athletes.
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116 Articles
Basketball star Stephen Curry has found a new outfitter after parting ways with Under Armour, signing a 10-year deal.
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.
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