The announcement by Stephen Curry, one of pro basketball’s biggest stars, that he had signed a major endorsement deal with the Chinese sportswear brand Li-Ning raises the profile of a company that has lacked the cachet of Western brands like Nike or Adidas.
The agreement, which Mr. Curry announced on Monday, is set to give the N.B.A. star access to China’s enormous consumer base, while offering Li-Ning its biggest ever inroad into the U.S. sportswear market.
Under the partnership, Mr. Curry, the N.B.A.’s three-point record-holder and point guard for the Golden State Warriors, will bring his Curry Brand of basketball shoes and apparel to the Chinese company. It will also allow him to sign athletes under his brand, according to ESPN.
Here’s what to know about Li-Ning and the deal.
What is Li-Ning?
Li-Ning was created in 1990 by the Chinese gymnast Li Ning, who won six medals, including three golds, at the 1984 Olympics in Los Angeles. He retired in 1988 and soon after founded his sportswear brand.
The company initially focused on providing sportswear for Chinese consumers, outfitting the country’s Olympic delegations and occasionally sponsoring professional tennis players. After going public in 2004, it signed footwear deals with N.B.A. players including Shaquille O’Neal and Baron Davis.
In 2012, it signed the Miami Heat star Dwyane Wade and began producing his Way of Wade line.
The company is one of China’s most successful sportswear brands and reported $4.3 billion in revenue last year, though nearly all of its earnings come from domestic sales, according to the company’s publicly available financial reports.
With the Curry deal, Li-Ning is likely hoping to expand its global reach.
What’s in the Curry deal?
The 10-year agreement includes plans for basketball, athleisure and golf products, according to ESPN. (Mr. Curry, 38, is an avid golfer and sees the sport as part of his post-basketball career.)
The financial terms of the deal were not disclosed. But it includes plans to build brick-and-mortar Curry Brand stores across the United States and China, according to Mr. Curry.
The basketball star parted ways with his previous sponsor, the American sportswear maker Under Armour, in 2025 after a 12-year partnership. The terms of the split allowed Mr. Curry to keep his personal brand and take it to another company.
Why did he choose Li-Ning?
Mr. Curry’s split with Under Armour, which has been struggling financially, led to speculation about which brand he might sign with. Fans and sportswear enthusiasts dissected and obsessed over his shoe choices over months as he tried various brands of footwear in pregame warm-ups.
Mr. Curry wrote on Monday that during his “sneaker free agency,” he was impressed by the quality and comfort of Li-Ning shoes, and by its founder, who was also an athlete.
The deal also reflects the desire of A-list athletes like Mr. Curry to expand their brand beyond the playing field. He instantly becomes Li-Ning’s biggest name, and in his announcement he signaled that he sees the future of Curry Brand as a global enterprise, with Li-Ning helping to power its growth.
“Curry Brand will now have an expanded runway of resources and a global footprint to bring new best-in-class innovations and amazing products to people around the world,” Mr. Curry wrote.
What does the deal say about Chinese brands?
For decades, the N.B.A. has been dominated by Western brands including Nike and Adidas. But the Curry deal is the latest example of an N.B.A. star signing with a Chinese company. Others include Klay Thompson and Kyrie Irving with Anta and Aaron Gordon with 361 Degrees.
By making Mr. Curry as the new face of its brand, Li-Ning looks to be moving more aggressively into the U.S. market. Other Chinese brands are also trying to find customers in the United States, as they work to escape cutthroat competition and a sluggish economy at home.
