Steph Curry Signs 10-Year Li-Ning Deal, Deepening Chinese Brands' NBA Push
Updated
Updated · Fox News · Jun 2
Steph Curry Signs 10-Year Li-Ning Deal, Deepening Chinese Brands' NBA Push
6 articles · Updated · Fox News · Jun 2
Stephen Curry announced on Monday that he has signed a 10-year endorsement deal with Chinese sportswear company Li-Ning after leaving Under Armour in 2023, ending a 13-year partnership.
The move gives Li-Ning one of basketball's biggest global stars and underscores how Chinese brands are winning top NBA talent with rich contracts, creative control and broader business roles.
Anta has already signed players including Klay Thompson, Gordon Hayward and Alex Caruso, while Kyrie Irving joined Anta and Austin Reaves launched a signature line with Rigorer.
China's estimated 450 million NBA fans make the market too large for players and brands to ignore, reinforcing the league's deep commercial ties even as scrutiny of China's human rights record persists.
Is Stephen Curry's deal the tipping point for Chinese brands to overtake Nike and Adidas in global sports?
Can NBA stars champion social justice at home while profiting from brands linked to human rights abuses abroad?
Stephen Curry’s $1 Billion, 10-Year Li-Ning Deal: How the NBA Star’s Landmark Partnership Is Reshaping the Global Sportswear Market
Overview
On June 1, 2026, Stephen Curry announced a landmark 10-year endorsement deal with Chinese sportswear giant Li-Ning, marking a major shift in his career and global brand strategy. After ending his 12-year partnership with Under Armour, which began in 2013 following an earlier deal with Nike, Curry became a 'sneaker free agent' and explored new opportunities. This significant partnership with Li-Ning is set to expand Curry's brand worldwide, opening a new chapter in his journey and showcasing his flexibility and vision in the world of sports endorsements.