Ning deal is a global move
Andscape • • sports
Key Points:
- Stephen Curry signed a 10-year, $400 million deal with Chinese sportswear company Li-Ning after parting ways with Under Armour, marking a significant shift in his sneaker sponsorship.
- The partnership aims to expand Curry's brand presence in both China and the U.S., leveraging Li-Ning's strong market leadership in China and plans to open Curry Brand stores in both countries.
- Li-Ning, a $6.1 billion company with a dominant position in the Chinese basketball market, seeks to establish a stronger retail foothold in the U.S. through Curry's global star power.
- Curry joins a roster of NBA players endorsing Li-Ning, including Jimmy Butler and CJ McCollum, and follows in the footsteps of Dwyane Wade, who has had a long-standing partnership with the brand.
- This move reflects a strategic business decision for both parties, with Curry gaining innovative design freedom and Li-Ning aiming to expand internationally ahead of the 2028 Los Angeles Olympics.