Golden State Warriors superstar Stephen Curry has signed an endorsement deal with Chinese sportswear giant Li-Ning, marking his first collaboration with a Chinese brand.
The 38-year-old ended a 12-year partnership with Under Armour last year. Curry and Li-Ning will collaborate on new products and plans to launch his signature chain of stores in the US and China. The value of the deal was not disclosed.
Industry experts call the partnership a "landmark victory" for Li-Ning, showing Chinese sportswear brands can compete with global giants like Nike and Adidas to sign top players.
Curry joins a growing list of NBA stars with Chinese brand deals, including Dwyane Wade and Jimmy Butler with Li-Ning, and Klay Thompson and Kyrie Irving with Anta.
Li-Ning, which has more than 7,000 stores across Asia, will work with Curry on products starting with golf and basketball. The four-time NBA champion said the deal gives his brand an "expanded runway of resources" to grow globally.
Curry, widely regarded as one of the greatest shooters in NBA history, said his partnership with Li-Ning goes beyond typical endorsements, entrusting his branded product line to the Chinese firm.