Steph Curry signs 10-year endorsement deal with Li-Ning – Chinese sportswear global push
Key Questions
What deal did Steph Curry sign with Li-Ning?
Steph Curry signed a 10-year endorsement deal with Chinese sportswear company Li-Ning covering basketball, athleisure, golf, and athlete signing rights.
What does the Curry-Li-Ning partnership imply?
The deal effectively transfers Curry's brand to Li-Ning and signals a major shift in global sportswear dynamics with stronger Chinese brand ambitions.
Which companies are involved in the new Curry partnership?
Curry is leaving Under Armour to partner with Li-Ning on an expanded Curry Brand presence in both China and the US.
Steph Curry leaves Under Armour for a 10-year endorsement deal with Chinese sportswear company Li-Ning. The deal covers basketball, athleisure, golf, and athlete signing rights, effectively transferring Curry's brand to Li-Ning. This signals a major shift in global sportswear dynamics and Chinese brand ambitions, with implications for endorsement economics and market penetration strategies.