NBA superstar Stephen Curry has announced a significant new partnership with Chinese sportswear company Li-Ning, ending his sneaker free agency. This deal is seen as a major win for Li-Ning as it seeks to expand its influence in the American market, competing with established brands like Nike and Adidas.

Expanding Global Reach

Curry, a four-time NBA champion with the Golden State Warriors, had previously been associated with Under Armour for 13 years. His new agreement with Li-Ning spans ten years and includes basketball products, lifestyle wear, and a golf line. Additionally, Curry will have the opportunity to sign both male and female athletes under his brand.

Li-Ning, founded by Chinese gymnast and Olympic gold medalist Li Ning in 1990, has become one of China’s most recognizable sports brands. Despite its domestic success, with over 98% of its $4.3 billion revenue coming from China, the company is looking to increase its market share in the United States. Curry’s popularity in China, bolstered by his numerous visits, is expected to enhance Li-Ning’s brand recognition both domestically and internationally.

Impact on the Sportswear Industry

This partnership highlights a growing trend of Chinese sportswear brands signing top international athletes to boost their global presence. Curry’s decision was influenced by the quality of Li-Ning’s products, as seen in their collaborations with other NBA stars like Jimmy Butler and Dwyane Wade.

Meanwhile, Anta, another Chinese sportswear giant, has also made strides in the international market by signing a lifetime partnership with Klay Thompson, Curry’s former teammate. Anta recently opened its first North American flagship store in Beverly Hills, further indicating the growing influence of Chinese brands in the global sportswear industry.

As both Curry and Thompson, known as the “Splash Brothers,” align with Chinese brands, the landscape of sports endorsements continues to evolve, reflecting broader shifts in global economic dynamics.

Original reporting: KTBS 3 (Shreveport) — read the source article.