Golden State Warriors’ superstar Stephen Curry has signed an endorsement deal with Chinese sportswear brand Li-Ning, according to the BBC, the 38-year-old basketball player became eligible to sign with a new partner after ending a 12-year deal with US activewear firm Under Armour last year.

Collaboration on Products and Stores

Curry and Li-Ning will collaborate on new products and plan to launch his signature chain of shops in the US and China, the value of the deal was not immediately disclosed, but the partnership is seen as a significant step in Li-Ning’s global ambitions.

According to Linda Yu from marketing agency Red Ant Asia, the partnership is a “landmark victory” for Li-Ning, but it demonstrates that Chinese sportswear brands can compete with global giants like Nike and Adidas to secure top athletes for endorsement deals. Yu added that endorsement deals are the “lifeline of sportswear brands” and that a name like Steph Curry could help Li-Ning establish itself in markets such as the US.

Expanding into New Markets

In a video posted on his business website Thirty Ink, Curry said the partnership will help Li-Ning expand in the US. The company has more than 7. 000 shops across Asia and plans to work with Curry to promote sports culture and develop products across a range of categories, starting with golf and basketball.

This marks Curry’s first collaboration with a Chinese brand — Previously, he partnered with Nike at the start of his career before moving to Under Armour. He joins a growing list of NBA stars who have signed with Chinese brands, including Dwayne Wade and Jimmy Butler with Li-Ning, and Klay Thompson and Kyrie Irving with Anta.

Anta has also been expanding its global reach, having bought the rights to Western firms like Fila — this year, Anta acquired a key stake in Puma, pledging to help the firm grow in China. Meanwhile, many Western brands have struggled to gain a foothold in China due to competition from local manufacturers offering cheaper goods; Demand in China has also slowed due to low domestic spending.

Setting a New Industry Standard

Curry said the deal will give his brand an “expanded runway of resources” to grow its basketball, golf, and other portfolios globally. “We have plans to launch Curry Brand stores together in China and the US, as we look to build on the success that Li-Ning has already established, with even more growth,” he said.

Curry, a point guard for the Golden State Warriors, is one of the most well-known names in the sport today; he is a four-time NBA champion and is widely regarded as one of the best shooters in its history.

Sportswear marketing consultant Wei Kan noted that Curry’s partnership with Li-Ning goes “beyond” typical endorsement deals, which often feature a famous face on a company’s products. Kan said Chinese firms have signed endorsement deals with celebrities, such as appliances maker Dreame, which enlisted football star Cristiano Ronaldo, and BYD’s premium electric car brand Denza, which tapped actor Daniel Craig.

Curry’s partnership is unique in that it entrusts his line of branded products to Li-Ning, setting “a real marker for the industry,” according to Kan.