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Curry signs $400 M Li-Ning deal, sparks U.S. scrutiny

6/3/2026

28 2 Full Breakdown

Summary

Curry Signs Li-Ning

Stephen Curry signed a 10-year, $400 million partnership with Chinese sportswear brand Li-Ning.
The deal ends his 13-year relationship with Under Armour and covers shoes, apparel, athleisure and a golf line.
Enes Kanter Freedom condemned the partnership.
Rep. Chris Smith said he will ask Homeland Security to investigate Li-Ning’s imports.
Li-Ning, banned from U.S. imports in 2022, hopes the deal will expand its market in the United States and China.

Summary

Curry Auctions Shoes

Stephen Curry auctioned more than 70 pairs of shoes through Sotheby’s in April, raising over $1.7 million for his Eat. Foundation.
During his sneaker-free-agency season he stored a crate of shoes in his locker at the Chase Center and changed footwear each night.
He honored Kobe and Gianna Bryant by warming up in Nike Kobe 6 Protro “Mambacita” sneakers, a personal tribute on the court.

Summary

Curry Partners Li-Ning

Li-Ning’s shares rose 0.2% after announcing the partnership with Curry.
The company posted $4.3 billion in revenue last year, with over 98% from China.
Li-Ning runs about 7,000 stores in Asia and will use Curry to grow North American retail and online sales.
Analysts say Curry’s 150 million followers should raise Li-Ning’s brand awareness and heighten competition with Anta, which recently bought a Puma stake and opened a Beverly Hills flagship.

History

Historical Context

Li Ning, the Chinese gymnast-turned-entrepreneur who lit the 2008 Beijing Olympic cauldron, saw his brand gain global visibility after the Games, where he had previously won six medals at the 1984 Olympics. The company then signed a long-term partnership with NBA star Stephen Curry, swapping Under Armour to target U.S. and Chinese markets.

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Curry Signs Li-Ning

Stephen Curry signed a 10-year, $400 million partnership with Chinese sportswear brand Li-Ning.
The deal ends his 13-year relationship with Under Armour and covers shoes, apparel, athleisure and a golf line.
Enes Kanter Freedom condemned the partnership.
Rep. Chris Smith said he will ask Homeland Security to investigate Li-Ning’s imports.
Li-Ning, banned from U.S. imports in 2022, hopes the deal will expand its market in the United States and China.

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