In a move that marks a significant shift in the professional sports apparel landscape, NBA icon Stephen Curry has finalized a 10-year partnership with the Chinese sportswear brand Li-Ning. This deal follows Curry’s year as a sneaker free agent after his historic 12-year tenure with Under Armour concluded in 2025.
The agreement is comprehensive, covering the design and production of signature sportswear and athleisure collections. Beyond product development, the partnership includes ambitious plans for retail expansion, with new flagship stores slated to open across both the United States and China.
Industry analysts view this collaboration as a strategic effort by Li-Ning to solidify its footprint in the Western market while leveraging Curry’s immense global influence. For Curry, the deal represents an opportunity to scale his personal brand through a new international distribution network.
