NBA superstar Steph Curry signs Li-Ning deal in a major win for Chinese shoe giant
A strategic alliance for global reach
NBA superstar Steph Curry signs Li Ning – Stephen Curry, the 38-year-old Golden State Warriors star, has inked a landmark partnership with Li-Ning, marking the end of his footwear free agency. This collaboration, which spans a decade, positions Curry as a key ambassador for the Chinese sportswear brand. The agreement, announced on Monday, not only solidifies Curry’s presence in the global market but also represents a significant step for Li-Ning in its bid to expand beyond its domestic base. The deal includes a range of products, from basketball sneakers to athleisure wear, and extends to golf apparel, underscoring the brand’s commitment to diversifying its offerings.
“This is bigger than a shoe deal, bigger than a signature series. This is a partnership of a lifetime,” Curry said in a video posted on his Instagram account. The four-time NBA champion, who will begin his 18th season with the Warriors, highlighted the cultural and commercial significance of the alliance, emphasizing its potential to bridge markets and foster global recognition.
Curry’s move comes after a 13-year tenure with Under Armour, which he parted ways with in November 2025. His decision to align with Li-Ning underscores a growing trend of Chinese sportswear companies securing high-profile international endorsements. As they target the NBA and broader American consumer base, brands like Li-Ning aim to challenge global leaders such as Nike and Adidas. This partnership is expected to amplify Li-Ning’s visibility in China while providing a platform for its expansion into the U.S. market.
A bridge between markets
Li-Ning, founded in 1990 by Olympic gold medalist and gymnast Li Ning, has emerged as one of China’s most prominent sporting brands. Despite its global ambitions, the company reported over 98% of its $4.3 billion annual revenue last year stemmed from domestic sales. Curry’s widespread popularity in China, where he has been a cultural icon for years, is seen as a catalyst to shift this balance. His enthusiastic endorsement is anticipated to drive consumer interest and increase market share in the United States.
Curry’s partnership with Li-Ning is not the first of its kind. The brand already counts NBA stars like Jimmy Butler and Dwyane Wade among its elite roster. Curry praised the shoes designed for these athletes, noting their quality and design. “I’ve seen the products Li-Ning creates for Butler and Wade, and they’re clearly on the right track,” he remarked. This positive impression, combined with his own global appeal, led to the decision to partner with the brand.
Curry’s influence in China is well-documented. His seven previous visits to the country have drawn immense crowds, with fans flocking to see him in person. The most recent tour in August 2025, which included stops in Chongqing, reinforced his status as a household name in the region. This deal is seen as a natural progression, leveraging his existing fanbase to create a stronger foothold in the Chinese market and potentially open new opportunities in the U.S.
Anta’s expanding footprint
While Li-Ning has made headlines with its partnership with Curry, another Chinese brand, Anta, has also been making strides in the international arena. Earlier this year, Anta announced a lifetime deal with Klay Thompson, the Warriors’ former star, who spent 13 seasons alongside Curry. Thompson’s departure to Dallas in 2025 did not deter Anta from pursuing his endorsement, which aligns with the company’s strategy to bolster its global profile. Anta has also acquired notable international brands such as Arc’teryx, Salomon, and Puma to enhance its product line and market presence.
Anta’s latest venture includes the opening of its first North American flagship store in Beverly Hills, a milestone in its overseas expansion. The store symbolizes the brand’s commitment to entering new markets and competing with established global giants. This move, paired with Thompson’s endorsement, highlights the growing competition between Chinese and Western sportswear companies in the international arena.
With both Curry and Thompson now under Chinese brand umbrellas, the “Splash Brothers” have become central figures in a shifting landscape of global sports partnerships. Their dual representation signals a broader strategy for Chinese companies to tap into the NBA’s influence, leveraging the stars’ popularity to expand their reach. Analysts suggest this could lead to a redefinition of brand loyalty in the U.S., as more international consumers become familiar with Chinese sportswear through their favorite athletes.
Implications for the global sports market
The collaboration between Curry and Li-Ning reflects a larger trend of Chinese sportswear brands investing heavily in international talent. By securing high-profile athletes, these companies aim to create a stronger narrative and visibility in markets like the U.S. and Europe. The partnership also includes plans to open Curry Brand stores in both countries, a move that could boost cross-border sales and enhance brand recognition.
Curry’s role in this partnership extends beyond just endorsing products. He is also involved in the development of new lines, including a full golf collection, which is set to launch as part of the agreement. This diversification strategy is crucial for Li-Ning as it seeks to cater to a wider audience, from basketball enthusiasts to golfers. The brand’s ability to adapt to different sports and consumer preferences could be a key factor in its long-term success.
As the NBA continues to grow its international fanbase, partnerships like these are likely to become more common. Chinese brands are not only competing with Western giants but also creating their own pathways to success. Curry’s deal with Li-Ning, along with Thompson’s with Anta, demonstrates the power of athlete branding in shaping market dynamics. With both stars now representing Chinese companies, the future of the global sports market may see a more balanced competition between East and West.
Li-Ning’s partnership with Curry is expected to have a ripple effect, potentially inspiring other athletes to consider Chinese brands for their endorsements. The deal also highlights the brand’s ability to innovate and meet the demands of a global audience. As it expands its reach, Li-Ning may face challenges in maintaining its unique identity, but its strategic approach to partnerships suggests it is well-prepared for the task.
Meanwhile, Anta’s expansion efforts are gaining momentum, with its Beverly Hills store serving as a testament to its ambitions. The brand’s acquisitions and partnerships indicate a calculated move to strengthen its position in the international market. As Chinese sportswear companies continue to invest in global talent, the sportswear industry is set for an exciting transformation, with new opportunities emerging for both athletes and brands alike.
