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More than selling shoes: Li-Ning buys global relevance with Stephen Curry deal
🇸🇬 Singapore /Economy & Trade

More than selling shoes: Li-Ning buys global relevance with Stephen Curry deal

From CNA · () English

Translated from English, summarized and contextualized by DistantNews.

At a glance

News Named sources Context piece
  • Chinese sportswear giant Li-Ning signed Stephen Curry to a 10-year endorsement deal reportedly worth over $400 million.
  • The deal aims to boost Li-Ning's global profile by leveraging Curry's influence, while opening China's market to him.
  • Analysts see this as a sign of Chinese brands' growing confidence and global competitiveness, moving beyond nationalism to focus on emotion and culture.

Stephen Curry, the prolific NBA three-point shooter, is making a significant move into China's burgeoning sportswear market through a 10-year endorsement deal with Chinese giant Li-Ning. The partnership is reportedly worth more than $400 million, marking one of the largest between an NBA star and a Chinese brand.

commercial opportunity, belief in the brand's vision, product quality and the ability to make a meaningful impact

— Adrian StaitiAPAC president of CAA Sports, explaining the factors an athlete considers when signing with a Chinese brand.

For Curry, the deal offers access to China's massive consumer base and aligns with his "commercial opportunity, belief in the brand's vision, product quality and the ability to make a meaningful impact," according to Adrian Staiti, APAC president of CAA Sports. Curry already has a strong connection with Chinese fans.

Curry is one of the most globally influential athletes of our time

— Li-NingThe company's statement confirming the partnership.

Li-Ning views the collaboration as its boldest push into the United States, aiming to elevate its global profile by associating with one of basketball's most influential athletes. The company stated it looks forward to working with Curry on "long-term brand co-creation" to advance the global development of both Li-Ning and Curry's signature brand. Basketball will be the initial focus, with potential expansion into golf and other lifestyle categories.

advance the global development of both it and Curry’s signature brand

— Li-NingThe company's stated goal for the collaboration.

Sports analysts note that this deal highlights the evolution of Chinese sportswear companies. Once perceived as low-cost alternatives, brands like Li-Ning now compete directly with Western giants like Nike and Adidas in China and are increasingly targeting international markets. Mark Greeven, a professor at IMD Business School, suggests the deal signifies "confidence rather than ambition," indicating that Chinese brands now see themselves as legitimate global competitors. He added that their success stems from improved product development, supply chain responsiveness, digital marketing, and a deeper understanding of local consumers, moving beyond nationalism to connect through "emotion and culture."

Basketball would be "the foundation and starting point" of the partnership

— Li-NingDescribing the initial focus of the collaboration.
DistantNews Editorial

Originally published by CNA in English. Translated, summarized, and contextualized by our editorial team with added local perspective. Read our editorial standards.

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