Steph Curry Signs 10-Year Deal With Li-Ning

CNBC reported Tuesday that NBA star Stephen Curry has struck a major partnership with Chinese sportswear company Li-Ning. The Curry Brand Li-Ning alliance covers product development, sports culture programming, and retail expansion across two continents.

A Global Footprint for Curry Brand

Curry, a six-time NBA All-Star and two-time MVP with the Golden State Warriors, announced plans to open Curry Brand stores in both the United States and China. In a letter publicizing the deal, Curry said the partnership would give his brand access to a wider pool of resources. He described Li-Ning as the partner capable of delivering the innovation and design that define his brand vision. “The future of Curry Brand is with Li-Ning,” Curry wrote. Financial terms were not disclosed by either party.

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What Li-Ning Brings to the Table

Li-Ning is no minor player in global sportswear. Founded in 1990 by former Chinese Olympic gold medalist Li Ning, the company now operates more than 7,600 retail locations worldwide, including flagship and factory outlet stores. Li-Ning also holds official partner status with the Chinese Olympic Committee, giving Curry Brand immediate access to one of the world’s most visible sports platforms. Shares in the Hong Kong-listed company edged up 0.2% following the announcement. Li-Ning did not immediately respond to a CNBC request for comment.

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After the Under Armour Split

The Li-Ning deal closes a chapter that began last November. Curry and Under Armour jointly announced the end of their long-running partnership at that time. The split left Curry Brand without a manufacturing and distribution anchor at a critical moment in its growth. Curry is the founder and chief executive of Thirty Ink, a holding company spanning entertainment firm Unanimous Media, bourbon label Gentleman’s Cut, and marketing consultancy 7k. The Li-Ning tie-up adds a major sportswear backbone to that portfolio.

What Comes Next

Analysts will watch how Li-Ning positions the Curry Brand line across its massive retail network. The U.S. store strategy in particular will test whether a Chinese sportswear company can gain meaningful shelf space in a competitive North American market. Curry’s star power remains significant, but execution in product and retail placement will determine whether the partnership generates lasting commercial momentum.

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