^{Photo: The New York Times}

A new chapter is beginning for basketball icon Stephen Curry and his growing business empire. The four-time NBA champion has officially partnered with Li-Ning, one of China's largest sportswear manufacturers, in a move designed to accelerate the global expansion of Curry Brand and strengthen its presence in two of the world's biggest sportswear markets.

The partnership extends beyond traditional athlete endorsements and will focus on product innovation, retail expansion, and sports culture initiatives. It also signals a strategic shift for Curry Brand following the conclusion of Curry's long-standing relationship with sportswear company Under Armour.

With plans to open dedicated Curry Brand stores in both the United States and China, the collaboration could significantly reshape the future of Curry's business interests while giving Li-Ning greater visibility on the global stage.

A Strategic Alliance Focused on Growth

The agreement centers on combining Curry Brand's growing international appeal with Li-Ning's extensive manufacturing capabilities, retail network, and market reach.

According to Curry, the partnership aligns closely with his vision for the next phase of the brand's development. He emphasized that Li-Ning's expertise in innovation, design, and product development made the company an ideal long-term partner.

The NBA superstar stated that the future growth of Curry Brand will be built alongside Li-Ning, highlighting the company's ability to provide resources and infrastructure capable of supporting a truly global sports brand.

While financial details of the agreement have not been publicly disclosed, industry observers view the partnership as one of the most significant athlete-brand collaborations in the sportswear sector this year.

Expansion Plans Include Dedicated Curry Brand Stores

One of the most ambitious aspects of the partnership is the planned launch of Curry Brand retail locations in both the United States and China.

Dedicated stores would give Curry Brand a stronger direct connection with consumers while allowing the company to showcase its full product lineup, including basketball footwear, apparel, accessories, and future lifestyle collections.

China represents a particularly attractive market for basketball-related products. The sport has hundreds of millions of fans across the country, making it one of the largest basketball consumer markets in the world.

Meanwhile, the United States remains the core market for Curry's brand identity, driven by his NBA success, strong fan following, and influence on basketball culture.

By expanding retail operations in both countries, the partnership aims to create a stronger international footprint and increase brand visibility among younger consumers.

Why Li-Ning Matters

Founded in 1990 by Olympic gold medalist Li Ning, Li-Ning has evolved into one of Asia's most recognizable sportswear brands.

The company has spent more than three decades building its presence in the athletic apparel industry and today operates over 7,600 retail locations, including flagship stores, franchise outlets, and factory stores.

Li-Ning has also developed a strong reputation for performance-focused footwear, basketball products, and innovative sports apparel.

As the official partner of the Chinese Olympic Committee, the company has long maintained a prominent position within China's sports industry.

In recent years, Li-Ning has expanded beyond domestic markets, seeking greater international recognition through collaborations, sponsorships, and product innovation.

The Curry partnership represents another major step in that global expansion strategy.

Moving Beyond Traditional Athlete Endorsements

Unlike standard endorsement agreements that primarily focus on product promotion, this partnership appears designed as a broader business collaboration.

Curry will be involved in product development efforts, helping shape future footwear and apparel designs while also contributing to initiatives aimed at growing sports culture and youth engagement.

The arrangement reflects a broader trend in the sports industry, where elite athletes increasingly seek ownership, creative control, and long-term brand-building opportunities rather than conventional sponsorship contracts.

For Li-Ning, partnering with one of basketball's most influential figures provides access to a global audience that extends well beyond China.

For Curry, the partnership offers manufacturing scale, international distribution capabilities, and access to one of the world's largest sportswear consumer markets.

Life After Under Armour

The announcement follows the decision by Curry and Under Armour to end their partnership plans announced in late 2025.

For more than a decade, Curry played a transformative role in Under Armour's basketball business. His signature shoe line became one of the most successful athlete-driven product franchises in the industry, helping the company compete against much larger rivals.

The transition to Li-Ning marks a significant strategic change and opens new opportunities for Curry Brand to evolve independently.

Rather than remaining closely tied to a single American sportswear company, Curry now appears focused on building a global brand with broader reach and greater flexibility.

The Business Empire Behind Stephen Curry

The basketball star's influence extends far beyond the court.

Curry serves as founder and CEO of Thirty Ink, an organization that oversees multiple ventures spanning media, consumer products, marketing, and investments.

Its portfolio includes:

• Unanimous Media, a content and entertainment business
• Gentleman's Cut, a premium bourbon label
• A marketing and brand consultancy platform
• Investments across technology, sports, and consumer sectors

The Li-Ning partnership fits into Curry's broader strategy of building sustainable businesses that can thrive long after his playing career ends.

What This Means for the Global Sportswear Industry

The partnership arrives during a period of intense competition within the global athletic apparel market.

Sportswear companies are increasingly seeking partnerships that deliver not only product sales but also cultural influence, digital engagement, and international growth opportunities.

By combining Curry's global popularity with Li-Ning's manufacturing scale and retail presence, both parties are positioning themselves to compete more aggressively in a market dominated by multinational athletic brands.

For basketball fans and industry observers alike, the collaboration represents more than a sponsorship deal. It is a long-term business alliance aimed at transforming Curry Brand into a truly global sportswear platform.

As new products, retail stores, and international initiatives roll out over the coming years, the partnership could become one of the most closely watched developments in the sports business landscape.