Stephen Curry Partners with Li-Ning Following Departure from Under Armour

Stephen Curry, the star point guard for the Golden State Warriors, has officially entered into a partnership with the Chinese sportswear company Li-Ning after concluding a lengthy 12-year collaboration with Under Armour in 2025. The 38-year-old athlete now has the opportunity to develop and promote a line of footwear and athletic apparel under this new agreement.

As part of this partnership, Curry and Li-Ning will work together on innovative product development and the establishment of his own signature retail outlets in both the United States and China. Although the financial terms of the deal remain undisclosed, it represents a significant milestone for Li-Ning as it seeks to enhance its global presence amidst a competitive market.

Curry expressed optimism about the collaboration, noting in a video shared on his business platform, Thirty Ink, that the alliance will assist Li-Ning in expanding its footprint in the U.S. market, where it faces stiff competition. Currently, Li-Ning operates around 7,000 stores across Asia.

This new venture marks Curry's first association with a Chinese brand after previous collaborations with Nike and Under Armour. He joins fellow NBA stars such as Dwyane Wade and Jimmy Butler, who have also signed with Li-Ning, and Klay Thompson and Kyrie Irving, who are affiliated with another Chinese label, Anta.

As the landscape for sports apparel evolves, Curry highlighted that the partnership will provide his brand with "an expanded runway of resources" for growth across various sports categories including basketball and golf. "We have plans to launch Curry Brand stores together in China and the U.S., as we look to build on the success that Li-Ning has already established, with even more growth," Curry stated.

Curry, recognized as one of the greatest shooters in NBA history and a four-time champion, is set to play a pivotal role in Li-Ning's strategy to challenge established Western brands like Nike and Adidas in the global market.