Steph Curry Signs Shoe Deal With Li-Ning After Under Armour Exit

BBC Business reported Tuesday that Golden State Warriors guard Steph Curry has inked an endorsement agreement with Chinese sportswear label Li-Ning. The move ends months of speculation over where the four-time NBA champion would land after parting ways with Under Armour in 2025.

A Partnership Built Around Expansion

Steph Curry Li-Ning collaboration will center on product development and retail. The two parties plan to open a chain of Curry Brand stores in both the United States and China. Li-Ning currently operates more than 7,000 outlets across Asia. Financial terms were not disclosed. Curry said the agreement gives his brand an “expanded runway of resources” to grow globally across basketball, golf, and additional categories.

What It Means for Chinese Sportswear

Marketing experts say the signing carries outsized symbolic weight. Linda Yu of Red Ant Asia told the BBC the deal is a “landmark victory” for Li-Ning. It signals that Chinese labels can now compete directly with Nike and Adidas for marquee athlete partnerships. Endorsements remain the “lifeline of sportswear brands,” Yu added, and a name as recognizable as Curry can open new markets for Li-Ning in the West.

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Background: NBA Stars and Chinese Brands

Curry is far from alone in this trend. Dwyane Wade and Jimmy Butler) both carry endorsement deals with Li-Ning. Klay Thompson and Kyrie Irving are aligned with rival Chinese firm Anta. Anta itself has pursued aggressive Western acquisitions. It secured the rights to Fila and this year took a significant stake in Puma, pledging to accelerate Puma’s growth in the Chinese market. These moves illustrate how Chinese sportswear companies have shifted from manufacturing for Western labels to building their own global identities.

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Challenges Ahead in Both Markets

Chinese consumer spending has slowed considerably, creating headwinds even for domestic brands at home. Meanwhile, Western markets remain dominated by Nike and Adidas, which have deep distribution and marketing infrastructure. Curry’s global profile could help Li-Ning cut through that noise. The product rollout starts with golf and basketball lines before expanding further. Whether the retail store strategy gains traction in the US will be a key test of Li-Ning’s ambitions beyond Asia.

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