SAN FRANCISCO: NBA star Stephen Curry has signed a major sportswear partnership with Chinese brand Li-Ning, marking the first time in his career that he has entered into a sponsorship agreement with a Chinese apparel manufacturer.

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Expansion plans in the US and China Joining a growing trend among NBA players

The agreement concludes months of negotiations following Curry’s departure from Under Armour in November 2025. While financial terms of the deal were not disclosed, media reports indicate the partnership could run for 10 years.

Curry announced the agreement on social media on Monday, describing it as a significant step for the growth of the Curry Brand business globally.

According to reports, the partnership will cover basketball footwear and apparel, lifestyle and athleisure products, and a new golf collection. The deal is also expected to give Curry the ability to sign both male and female athletes under the Curry Brand umbrella.

Expansion plans in the US and China

Li-Ning reportedly plans to launch Curry Brand stores in both the United States and China as part of its broader expansion strategy. Curry’s agent, Jeff Austin, is said to have played a key role in finalizing the agreement.

The move follows Curry’s 13-year association with Under Armour, a partnership that helped establish the Curry Brand as one of basketball’s most recognizable signature lines.

Joining a growing trend among NBA players

Curry’s agreement reflects a broader trend of NBA players partnering with Chinese sportswear companies. Other high-profile players, including Dwyane Wade, Jimmy Butler and Klay Thompson, have previously signed endorsement deals with Li-Ning and other Chinese brands.

Widely regarded as one of the greatest shooters in basketball history, Curry has spent his entire NBA career with the Golden State Warriors. Over 17 seasons, he has won four NBA championships and helped redefine the modern game with his long-range shooting ability.

The new partnership represents a major business move for Curry as he continues to expand his influence beyond the court through sports, lifestyle and retail ventures.