Chinese sportswear brand Li-Ning has signed a multi-category partnership with NBA star Stephen Curry, according to Inside Retail Asia . The deal marks a significant move for Li-Ning as it expands its athlete roster and brand presence globally.
The collaboration will initially focus on two categories: basketball and golf. Curry, a four-time NBA champion, has long been associated with Under Armour, making this shift a notable change in the endorsement landscape. The golf component aligns with Curry's growing interest in the sport.
Li-Ning plans to extend the partnership into lifestyle products, further integrating Curry's brand into its apparel and footwear lines. The deal underscores the Chinese company's ambition to compete with Western sportswear giants in key markets.