Steph Curry inks 10-year deal with Chinese sportswear

One of the greatest NBA shooters, Stephen Curry, announced a 10-year brand partnership deal with China-based sportswear company Li-Ning, marking his next chapter after ending a 13-year partnership with Under Armour in November.

The agreement officially expands the Curry Brand venture globally, covering basketball products, athleisure lifestyle wear, a full golf line, and the ability to sign other athletes.

As a part of the deal, Li-Ning plans to build dedicated Curry Brand stores across both the US and China.

The partnership positions Curry with a brand that is rapidly closing the gap on Nike within China. Li-Ning generated $4.3 billion in revenue in 2025, with 98% of that originating in China.

However, the partnership has already drawn intense political scrutiny. The US government and human rights groups have previously accused Li-Ning of utilizing forced labor, resulting in a 2022 ban in America on its merchandise.