Stephen Curry signs 10-year deal with Chinese brand Li-Ning

Golden State Warriors star Stephen Curry has entered into a long-term partnership with Chinese sportswear company Li-Ning, a move that will see his Curry Brand expand globally. The four-time NBA champion announced the deal in a social media post, describing it as a partnership of a lifetime.

The agreement marks a new chapter for Curry following the end of his long-term endorsement deal with Under Armour last November. While financial terms were not disclosed, reports indicate the partnership spans ten years. The collaboration will focus on brand co-creation, multi-category product development, and sports culture initiatives, with plans to launch Curry Brand stores in both China and the United States. The partnership will begin with basketball and extend into golf and lifestyle products.

In a personal letter, Curry explained his decision, stating he was drawn to Li-Ning because the company is truly rooted in sports and innovation. He noted that his experience wearing the Li-Ning shoes of NBA legend Dwyane Wade and his current teammate Jimmy Butler during his recent period of free agency confirmed the brand's potential. Curry wrote that the partnership would unlock the full...