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🇸🇬 Singapore /Economy & Trade

NBA Star Steph Curry Signs 10-Year Deal with China's Li-Ning

From CNA · () English

Translated from English, summarized and contextualized by DistantNews.

At a glance

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  • NBA star Steph Curry has signed a 10-year endorsement deal with Chinese sportswear company Li-Ning.
  • The partnership, announced on social media, extends Curry's brand globally and includes apparel, footwear, and the ability to sign other athletes.
  • Curry previously had a 13-year partnership with Under Armour before leaving the brand last November.

Four-time NBA champion Stephen Curry has officially ended his sneaker free agency by signing a decade-long endorsement deal with Chinese sportswear giant Li-Ning. The announcement came Monday, June 1, marking a significant shift after his 13-year partnership with Under Armour concluded last November.

This is bigger than a shoe deal, bigger than a signature series

— Stephen CurryCurry described the scope of his new 10-year deal with Li-Ning.

Curry revealed the landmark agreement on social media, describing it as "the partnership of a lifetime." The deal encompasses the global expansion of his own Curry Brand, encompassing basketball products, a golf line, and leisure clothing. Crucially, it also grants him the ability to sign other athletes to his brand, broadening its reach and influence.

"This is bigger than a shoe deal, bigger than a signature series," Curry stated in a video accompanying the announcement. He expressed confidence that Li-Ning will deliver "sneakers that I believe in that will continue to deliver at the highest level." Curry's endorsement follows in the footsteps of other prominent Li-Ning athletes, including Dwyane Wade and Jimmy Butler, Curry's teammate on the Golden State Warriors.

sneakers that I believe in that will continue to deliver at the highest level

— Stephen CurryCurry expressed his confidence in Li-Ning's product quality.

ESPN reports that Curry was particularly impressed by the quality of shoes Li-Ning produced for his teammates. The company, founded by former Olympic gymnast Li Ning, plans to open Curry Brand stores in both the United States and China. Curry highlighted the significance of partnering with an athlete founder who has built a premium sportswear brand over 35 years, aiming to "inspire the next generation around the globe and change the game for good."

It starts with Mr Li Ning himself, an athlete founder who's built one of the world's most premium sportswear brands over the past 35 years. " Together, we will continue the Curry Brand mission with stories, platforms and products that will inspire the next generation around the globe and change the game for good.

— Stephen CurryCurry explained his motivation for partnering with Li-Ning, emphasizing the founder's athletic background and the brand's mission.
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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