The news: NBA superstar Stephen Curry has signed a 10-year endorsement deal with Chinese sportswear giant Li Ning, per ESPN. The partnership will initially focus on basketball and golf products before expanding into broader lifestyle categories. Terms were not disclosed.

While Curry isn’t the first American player to partner with a Chinese brand—Li Ning works with Dwyane Wade, and Anta has deals with Kyrie Irving and Klay Thompson—he is arguably the most prominent active NBA player to do so. That should give Li Ning an opportunity to raise its brand awareness in the US and beyond.

The deal also gives Curry the ability to recruit other athletes to the brand, which could further accelerate Li Ning’s global ambitions.

Zooming out: The Curry partnership is the latest sign that Chinese companies are trying to strengthen their presence in Western markets.

• Everlane, which built its brand on affordable, ethically sourced goods, is being acquired by fast-fashion giant Shein.
• China’s largest coffee chain, Luckin, acquired upscale US café operator Blue Bottle earlier this year.

These moves reflect a broader push to diversify beyond China, where slowing growth and other challenges are forcing companies to look abroad.

Implications for Li Ning and other athletic brands: Curry is making a bold bet on the power of his personal brand. It’s not his first time doing so. When he left Nike for Under Armour in 2013, many questioned the move, but he went on to build Curry Brand into one of the most recognizable athlete-led brands in sports.

In some ways, the deal echoes Roger Federer’s investment in On, which helped broaden the brand’s appeal beyond niche running. Like Federer, Curry is acting as a partner and brand builder, rather than just a spokesman.

At the same time, Li Ning’s move reflects a broader push by Chinese companies to gain traction in Western markets. Rather than relying solely on organic growth, they are using partnerships, acquisitions, and high-profile endorsements to build credibility and awareness more quickly in the US.

If it works, the Curry deal could do more than just lift Li Ning’s profile. It could show how Chinese brands can tap into Western cultural influence to accelerate their global expansion.

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