Home Sports Business Endorsements Li-Ning lands Stephen Curry in major global brand partnership The partnership extends well beyond a traditional footwear endorsement, with both parties aiming to build Curry Brand into a global sports and lifestyle business. By Aashay Khandelwal June 4, 2026 WhatsApp Linkedin Facebook X Telegram Li-Ning lands Stephen Curry in major global brand partnership National Basketball Association (NBA) superstar Stephen Curry has signed a landmark long-term endorsement agreement with Chinese sportswear company Li-Ning , marking one of the most significant athlete-brand partnerships in recent sports business history and ushering in a new phase of global growth for Curry Brand. The partnership extends well beyond a traditional footwear endorsement, with both parties aiming to build Curry Brand into a global sports and lifestyle business spanning basketball, golf, athleisure, and performance apparel. As part of the agreement, Curry will play an active role in product innovation, brand strategy, and athlete recruitment, positioning him as a key stakeholder in the brand’s long-term development. The deal also includes ambitious retail expansion plans, with dedicated Curry Brand stores expected to launch in both China and the United States as the partnership seeks to capitalise on Li-Ning’s extensive distribution network and growing international presence. Commenting on the agreement, Curry said, “We have plans to launch Curry Brand stores together in China and the US, as we look to build on the success that Li-Ning has already established, with even more growth.” For Li-Ning, the signing represents a major statement of intent in the increasingly competitive global basketball footwear market. Founded by Olympic gymnastics champion Li Ning, the company has emerged as one of China’s leading sportswear brands and has steadily expanded its influence through partnerships with prominent basketball athletes and signature product lines. The company’s basketball roster already features stars such as Dwyane Wade and Jimmy Butler, while domestic rival Anta counts Kyrie Irving and former Golden State Warriors guard Klay Thompson among its headline ambassadors. Securing Curry, one of the most influential and marketable athletes in world sport, significantly strengthens Li-Ning’s position as it seeks to accelerate its international growth ambitions. Beyond its commercial value, the agreement reflects a broader shift in the athlete endorsement landscape, with elite athletes increasingly pursuing partnerships that offer strategic influence, brand-building opportunities, and long-term business ownership rather than traditional sponsorship arrangements. For Curry, the deal represents not only a new endorsement partnership but also an opportunity to shape the future of a global brand that can extend well beyond his playing career. Tags brand endorsement Brand Endorsements Endorsement Endorsement News Endorsements Li-Ning National Basketball Association National Basketball Association (NBA) NBA Stephen Curry Related Articles Unived expands motorsport presence with Dakar Champion Harith Noah Malabar Gold & Diamonds banks on MS Dhoni to boost brand trust Sourav Ganguly at 54: Inside the business empire of the Bengal Tiger Happy Birthday MS Dhoni: A deep dive into Thala’s endorsements, investments and net worth adidas adds England rugby star Ellie Kildunne to athlete roster Arshdeep Singh fronts dual brand campaigns for Rotoris and Doctor’s Choice Load more Latest Articles Football eToro extends Premier League push with Leeds United partnership Football Tottenham Hotspur strengthen Asian commercial push with VSbet deal Media Rights VETO expands live sports portfolio with 2026 Billie Jean King Cup rights Sponsorship JAL strengthens winter sports strategy with Ski Association of Japan partnership Business News Sportradar builds prediction-market infrastructure with expanded Polymarket deal Load more
Curated by Taleb Kabbara · Source: sportsmintmedia.com