Steph Curry signs 10-year endorsement deal with Li-Ning – Chinese sportswear global push
Key Questions
What is the duration and scope of Steph Curry's deal with Li-Ning?
Steph Curry signed a 10-year endorsement deal with Li-Ning covering basketball, athleisure, golf, and athlete signing rights after leaving Under Armour.
Why did Curry choose Li-Ning over other offers?
Curry turned down more lucrative offers to gain long-term control and support global expansion ambitions with the Chinese brand.
What does this deal signal for the sportswear industry?
The partnership highlights a major shift in global sportswear dynamics, underscoring Chinese brands' growing ambitions to compete internationally.
Steph Curry leaves Under Armour for a 10-year endorsement deal with Li-Ning covering basketball, athleisure, golf, and athlete signing rights. Curry turned down higher offers for long-term control and global expansion. Signals major shift in global sportswear dynamics and Chinese brand ambitions.
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Updated Jun 9, 2026