Steph Curry: NBA superstar signs with Li
NBA star Stephen Curry has signed an endorsement deal with Chinese sportswear brand Li-Ning following the end of his 12-year partnership with Under Armour. The collaboration aims to expand Li-Ning's international presence and establish a retail footprint in the US.
Why it matters
This move signals the growing competitiveness of Chinese sportswear brands in the global market and their ability to attract top-tier Western athletes.
Share Save Add as preferred on Google Osmond Chia Business reporter Getty Images Stephen Curry ended a 12-year partnership with Under Armour in 2025 Golden State Warriors superstar Stephen Curry says he has signed an endorsement deal with Chinese sportswear giant Li-Ning.
The article provides a balanced business report on a corporate partnership.
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