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Tue, 02 Jun 2026

Tue, 02 Jun 2026 Steph Curry signs with Chinese brand Li-Ning after Under Armour split

Chinese firms have been vying to secure deals with big stars as they push to become global brands.
Golden State Warriors star Stephen Curry has signed an endorsement deal with Li-Ning, a leading Chinese sportswear brand. After ending his 12-year partnership with Under Armour last year, Curry has partnered with Li-Ning to create new products and open his own chain of stores in the US and China. The value of the deal was not disclosed, but it marks a significant step for Li-Ning's global expansion plans. Curry joins other NBA stars such as Dwayne Wade and Jimmy Butler who have partnered with Chinese brands. The partnership will focus on promoting sports culture and developing products across various categories, starting with golf and basketball. This is Curry's first collaboration with a Chinese brand, after previously partnering with Nike and Under Armour.