Golden State Warriors superstar guard Steph Curry has signed an endorsement deal with Chinese sportswear company Li-Ning. The move now becomes one of the biggest moves in the shoe market since he split from Under-Armour last last year.
The 10-year deal ends Curry’s sneaker free agency, which began when he mutually ended his 13-year relationship with Under Armor in November.
“This is bigger than a shoe deal, bigger than a signature series. This is a partnership of a lifetime,” the 38-year-old Golden State Warriors star, who will be entering his 18th NBA season with the team, said in a video on his Instagram.
Curry chose Li-Ning over a variety of both American and foreign companies. One of the main factors in his decision was his comfort when testing other Li-Ning shoes. He tested the signature shoes of Warriors teammate Jimmy Butler and Hall of Famer Dwyane Wade.
This deal will include basketball products, athleisure lifestyle wear, a full golf line, and the ability to sign male and female athletes to the Curry Brand. The most interesting aspect of this is that Curry himself is an avid golfer, having won the 2023 American Century Championship.
Li-Ning is one of the biggest sports companies in China. It was founded in 1990 by former Chinese Olympic gymnast Li Ning. It was also the first Chinese shoe brand to appear in the NBA via a 2006 deal with Damon Jones. Lately, they have benefited from Nike’s struggles, as Nike’s revenue has fallen by roughly 20% over the past four years.
The partnership with Curry suggests they are taking a major step to expand into the US market. This is because the majority of their revenue has come from China. Curry gives the brand one of the most marketable athletes in basketball history. Additionally, Curry is someone who is already extremely popular in China, having toured there several times. On top of that, this move could potentially lead Li-Ning to open up stores in the US.
It’ll be interesting to see what direction this partnership takes. The scope of the deal makes it seem geared towards something that will become a greater emphasis once he retires. Nevertheless, he will continue to release shoes for the rest of his NBA career.
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