NBA superstar Stephen Curry has announced a major long-term partnership between Curry Brand and Chinese sportswear giant Li Ning, a move aimed at accelerating the brand’s growth in two of the world’s most important basketball markets: China and the United States.
The agreement strengthens Curry Brand’s international footprint and provides access to Li Ning’s extensive retail network, which includes more than 7,600 stores across Asia.
“It’s incredible to see what Li Ning has built as both a founder and an athlete,” Curry said. “I have the same hopes and aspirations for my own brand.” While financial terms were not disclosed, Curry described the deal as a long-term strategic partnership.
New Curry Brand Stores Planned
As part of the agreement, Curry Brand plans to open dedicated retail stores in both China and the United States. The expansion is expected to increase the brand’s visibility in China, a market that has become increasingly important for global sportswear companies due to the continued growth of basketball participation and NBA fandom.
Li Ning has long pursued ambitions of becoming a global basketball powerhouse. The company previously signed endorsement deals with former NBA star Dwyane Wade and current Golden State Warriors forward Jimmy Butler.
Strengthening a Global Brand
Curry has maintained a close relationship with Under Armour since leaving Nike in 2013. In 2020, the two parties launched Curry Brand, a basketball-focused sub-brand centered on footwear, apparel, and community initiatives. In 2023, Curry expanded his partnership with the company through a long-term agreement that gave him a larger strategic role in the brand’s development.
A Strategic Move for Both Sides
For Curry Brand, the partnership offers a stronger position in one of the world’s largest sportswear markets. For Li Ning, it represents another step in its global expansion strategy as it seeks to compete more aggressively with industry leaders such as Nike and Adidas.
With basketball continuing to grow in popularity across China, the Curry Brand–Li Ning alliance could become one of the most significant partnerships in the global sports apparel industry.