NBA superstar Stephen Curry has entered into a significant partnership with Chinese sportswear company Li-Ning, marking a new chapter for both the athlete and the brand. This collaboration, announced on Monday, signifies a major step for Li-Ning as it aims to expand its influence in the American market.

Steph Curry’s New Partnership

Curry, a four-time NBA champion with the Golden State Warriors, ended his long-standing association with Under Armour last November. The new deal with Li-Ning is not just about footwear; it encompasses a wide range of products including basketball gear, athleisure wear, and a full golf line. Additionally, Curry will have the opportunity to sign both male and female athletes under his brand.

In a statement on his brand’s website, Thirty Ink, Curry expressed his enthusiasm for the partnership, describing it as a ‘partnership of a lifetime.’ Plans are underway to open Curry Brand stores in both the United States and China, further solidifying the brand’s international presence.

Impact on the Sportswear Market

Li-Ning, founded in 1990 by Chinese Olympic gold medalist Li Ning, has primarily dominated the domestic market, with over 98% of its $4.3 billion revenue coming from within China. However, Curry’s involvement is expected to boost the brand’s popularity both domestically and internationally. Curry’s frequent visits to China, including a recent tour in Chongqing, have already established him as a household name there.

Prior to Curry, Li-Ning had already secured endorsements from other NBA stars, including Curry’s former teammate Jimmy Butler and Hall of Famer Dwyane Wade. Curry’s decision was influenced by the quality of the shoes made for these athletes, which convinced him of the brand’s potential.

Chinese Brands in the NBA

Li-Ning is not the only Chinese sportswear company making strides in the NBA. Anta, another major player, recently signed a lifetime partnership with Klay Thompson, Curry’s former teammate. Thompson, who now plays for Dallas, spent 13 seasons with Curry on the Warriors, winning four championships together. Both players, known as the ‘Splash Brothers,’ now represent Chinese brands, reflecting their strong fanbase in the region.

Anta’s expansion into the U.S. market includes the opening of its first North American flagship store in Beverly Hills, showcasing the growing influence of Chinese sportswear brands in the global market.

Original reporting: KEYT (Ventura/Santa Barbara) — read the source article.