Steph Curry ends Under Armour partnership, joins Li-Ning
A new partnership between basketball icon Stephen Curry and Chinese sportswear manufacturer Li-Ning is being viewed as one of the most significant endorsement deals in recent years, highlighting the growing global ambitions of Chinese brands and their increasing ability to compete for elite sporting talent.
The agreement comes after Curry’s departure from a long-standing relationship with American sportswear company Under Armour, ending a partnership that lasted more than a decade and helped establish one of basketball’s most recognisable signature brands.
Under the new arrangement, the Golden State Warriors star will work closely with Li-Ning on the development of footwear, apparel and other sports-related products. The collaboration will also extend beyond merchandise, with plans already underway to establish Curry-branded retail outlets in both China and the United States.
While financial details of the agreement have not been disclosed, industry observers believe the partnership represents a major strategic win for Li-Ning as it seeks to strengthen its presence outside Asia and challenge established global competitors.
Marketing analyst Linda Yu of Red Ant Asia described the signing as a significant moment for the Chinese sportswear industry, arguing that securing an athlete of Curry’s stature demonstrates the growing international appeal of Chinese brands.
She noted that endorsement partnerships remain one of the most effective tools available to sportswear companies seeking to expand their reach and credibility in competitive markets.
For Curry, the agreement provides an opportunity to broaden the reach of his personal brand beyond basketball. Speaking in a video shared through his business platform, Thirty Ink, he said the partnership would provide additional resources to support future growth initiatives.
“We have plans to launch Curry Brand stores together in China and the US, as we look to build on the success that Li-Ning has already established, with even more growth,” he said.
Li-Ning has indicated that its initial collaboration with Curry will focus on basketball and golf products, while also promoting sports participation and culture through a range of future initiatives.
The deal marks the first time Curry has partnered with a Chinese company. Earlier in his career, he worked with Nike before joining Under Armour, where he became the face of one of the company’s most successful basketball lines.
His move follows a trend that has seen several NBA stars align themselves with Chinese sportswear manufacturers. Former NBA champion Dwyane Wade and Jimmy Butler have previously partnered with Li-Ning, while fellow stars Klay Thompson and Kyrie Irving have signed endorsement agreements with rival Chinese brand Anta.
Industry experts believe Curry’s arrangement goes beyond a conventional sponsorship agreement because it places significant aspects of his branded product business within the hands of Li-Ning.
Sportswear marketing consultant Wei Kan described the partnership as a notable development for the industry, arguing that it reflects a deeper level of trust and commercial integration than traditional athlete endorsements.
The agreement also arrives as Chinese sportswear companies continue pursuing international growth. Brands such as Li-Ning and Anta have expanded aggressively in recent years, seeking to strengthen their influence in overseas markets while competing directly with global industry leaders including Nike and Adidas.
For Li-Ning, which operates more than 7,000 stores across Asia, securing one of basketball’s most influential figures could provide a valuable platform for expanding its visibility among consumers in North America and other international markets.
The partnership therefore represents more than a commercial endorsement; it underscores the increasing confidence of Chinese brands in the global marketplace and highlights the evolving dynamics of the international sportswear industry.
Source: BBC
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