Full Breakdown
Stephen Curry Signs 10-Year Endorsement Deal with Chinese Sportswear Giant Li-Ning
6/3/2026, 11:20:55 AM
The Deal: Core Facts
- Date announced: June 2 2026.
- Parties: Stephen Curry (Golden State Warriors guard and founder of Thirty Ink) and Li-Ning (Chinese sportswear company founded by Olympic gymnast Li Ning).
- Scope: 10-year partnership covering basketball shoes, athleisure, a dedicated golf line, and the right for Curry to sign male and female athletes under the Curry Brand.
- Financial terms: Most reports did not disclose a figure; ESPN/Charania cited a valuation exceeding $400 million, while other outlets reported the amount as undisclosed.
Background & Context
Curry ended a 13-year sneaker partnership with Under Armour in November 2025, entering a high-profile “sneaker free agency.” Li-Ning, launched in 1990, has grown from a domestic brand to a global retailer with over 7,600 points of sale across Asia, and 98 % of its 2025 revenue ($4.3 billion) generated in China. The firm already sponsors NBA players Dwyane Wade, Jimmy Butler, CJ McCollum and D’Angelo Russell. Chinese rival Anta has similarly signed NBA talent such as Klay Thompson.
Timeline
- 1990: Li Ning founded.
- 2004: Li-Ning goes public.
- 2006-2025: NBA athletes join Li-Ning roster.
- Nov 2025: Curry and Under Armour mutually part ways.
- June 2 2026: Curry announces 10-year Li-Ning deal.
Data & Statistics
- Li-Ning 2025 revenue: $4.3 billion; 98 % domestic sales (Source 7).
- Nike Greater China 2025 sales: $6.59 billion, down 20 % over four fiscal years (Source 6).
- Under Armour basketball segment 2025 revenue: $100-120 million (Source 17).
- Curry’s endorsement earnings: $105.4 million in 2024; total earnings $124.7 million (Source 20, 27).
Why It Matters
The partnership gives Li-Ning a marquee global athlete to accelerate its U.S. entry while providing Curry a platform to expand his brand beyond basketball, notably into golf and lifestyle apparel. Analysts view the deal as part of a broader shift as Chinese sportswear firms challenge Nike, Adidas and Under Armour for elite talent. With an estimated 450 million NBA fans in China, the collaboration could reshape endorsement economics and market share in both regions.
Official Statements & Responses
- Curry: “This is bigger than a shoe deal, bigger than a signature series… a partnership of a lifetime.” (Source 2).
- Li-Ning: Praised Curry for “redefining modern basketball… inspiring a new generation of athletes.” (Source 16).
- Under Armour: Stated the split was a mutual decision to focus on its core brand (Source 17).
- Li Ning (founder): Emphasized shared “vision and values” with Curry (Source 16).
Criticism & Opposition
- Enes Kanter Freedom (former NBA player) accused Curry of “cashing checks from a company tied to forced-labor accusations.” (Source 13).
- Rep. Chris Smith (New Jersey) announced plans to request a DHS review of Li-Ning imports, citing human-rights concerns (Source 13).
- Li-Ning has faced U.S. bans over alleged forced-labor links, raising questions about product availability in the United States (Source 26).
Conflicting Reports & Gaps
- Deal value: ESPN/Charania reports > $400 million; other outlets note the amount was undisclosed.
- Revenue-sharing and athlete-signing rights: Specific structures remain unspecified.
- Labor-practice allegations: Sources mention accusations but provide no independent verification.
Verbatim Quotes
- “The next stage is set. This is bigger than a shoe deal, bigger than a signature series. This is a partnership of a lifetime. The future of Curry Brand will be powered by a company truly rooted in sports and innovation. A partner dedicated to creating quality products with sneakers that I believe in, that will continue to deliver at the highest level. A future of Curry Brand is with Li-Ning.” — Stephen Curry, Golden State Warriors (Source 2)
- “The future of Curry Brand will be powered by a company truly rooted in sports and innovation, a partner dedicated to creating quality products with sneakers that I believe in, that will continue to deliver at the highest level,” — Stephen Curry (Source 4)
- “ The company said, “Curry has redefined modern basketball through transformation and innovation, which has inspired a new generation of athletes.” — Li Ning, founder and chairman (Source 16)
- “He lectures America about “justice” and “values” while cashing checks from a company tied to the same Chinese system accused of forced labor, sweatshops, and brutal human rights abuses,” Freedom tweeted.” — Enes Kanter Freedom, former NBA player (Source 13)
- “Steph Curry is one of the most talented and watched basketball players in the world, which is exactly why this matters,” — Chris Smith, New Jersey Congressman (Source 13)
What’s Next
Curry and Li-Ning plan to open Curry Brand flagship stores in the United States and China within two years and to launch the first co-branded basketball shoe and golf line by the 2026-27 season. Ongoing scrutiny of Li-Ning’s supply chain may affect U.S. distribution, while the partnership’s performance will be watched as a barometer for future Chinese-Western athlete endorsements.
