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Curry inks $400 million, 10-year deal with Chinese brand Li-Ning

From Liberty Times · () Chinese

Translated from Chinese, summarized and contextualized by DistantNews.

At a glance

News Named sources New plan
  • Golden State Warriors star Stephen Curry has signed a 10-year, $400 million endorsement deal with Chinese brand Li-Ning.
  • The deal, which begins in 2026, includes Curry Brand's global expansion and covers basketball products, apparel, and golf lines.
  • The agreement faces scrutiny due to allegations of forced labor against Li-Ning and other Chinese companies.

Stephen Curry has inked a landmark 10-year, $400 million deal with Chinese sportswear giant Li-Ning, a move that will see his "Curry Brand" expand globally. The agreement, reported by ESPN, begins in 2026 and encompasses a wide range of products, including basketball gear, athletic apparel, and a full golf line. Curry also retains rights as a signature athlete for the brand.

Curry is one of the most talented and watched basketball players in the world, which is precisely why this matters.

— Chris SmithU.S. Representative Chris Smith commented on the scrutiny surrounding Stephen Curry's deal with Li-Ning.

This significant partnership follows Curry's departure from Under Armour in November, ending a 13-year relationship. While other brands reportedly offered comparable or even higher figures, Curry ultimately chose to align with Li-Ning. A key factor in his decision was the comfort he experienced testing shoes from two Li-Ning sponsored athletes, including his Warriors teammate Jimmy Butler and former Heat star Dwyane Wade.

However, the deal is not without controversy. Li-Ning and several other Chinese enterprises have faced accusations from U.S. government officials and human rights groups regarding the use of forced labor in their manufacturing processes. In 2022, Li-Ning products were banned from import into the United States. U.S. Representative Chris Smith has indicated plans to request an investigation by the Department of Homeland Security into Li-Ning's imported goods.

The NBA, players and platforms like Amazon cannot on one hand claim to support social justice domestically and on the other hand profit from companies that are linked to China’s forced labor economy.

— Chris SmithU.S. Representative Chris Smith criticized the potential conflict of interest in Stephen Curry's endorsement deal.

"Curry is one of the most talented and watched basketball players in the world, which is precisely why this matters," Smith stated in a release to ESPN. He argued that the NBA, players, and platforms like Amazon should not claim to support social justice domestically while profiting from companies linked to China's forced labor economy. Curry himself shared a celebratory post about the "partnership of a lifetime" on social media.

The partnership of a lifetime.

— Stephen CurryStephen Curry posted about his new endorsement deal on social media.
DistantNews Editorial

Originally published by Liberty Times in Chinese. Translated, summarized, and contextualized by our editorial team with added local perspective. Read our editorial standards.

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