Steph Curry signs with Chinese brand Li-Ning after Under Armour split
NBA star Stephen Curry has signed an endorsement deal with Chinese sportswear brand Li-Ning following the end of his partnership with Under Armour. The move is part of Li-Ning's strategy to expand its international presence and compete with Western brands.
Why it matters
This deal highlights the growing influence of Chinese sportswear companies in the global market and the shifting landscape of athlete endorsements.
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 business-focused overview of the deal and market trends without taking a political stance.
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