Golden State Warriors star Stephen Curry has signed a major 10-year endorsement deal with Chinese sportswear company Li-Ning, bringing an end to a lengthy free agency process following his departure from Under Armour in November.
The agreement marks a significant expansion of Curry Brand on the global stage and is expected to include basketball footwear and apparel, athleisure lifestyle products, a dedicated golf line and the ability for Curry to sign both male and female athletes under his own brand.
Industry sources told ESPN that Curry chose Li-Ning ahead of several competing offers from American and international companies.
A key factor in his decision was his experience testing shoes produced by Li-Ning for two of the company's signature athletes, fellow Golden State Warriors teammate Jimmy Butler and NBA legend Dwyane Wade.
Li-Ning also plans to establish Curry Brand retail stores in both the United States and China as part of the long-term partnership.
Negotiations were finalised in recent days by Curry's agent, Jeff Austin, before the partnership was officially announced on social media on Monday.
While financial details of the agreement have not been disclosed, the deal is being viewed as one of the most significant endorsement partnerships in basketball, further strengthening Curry's influence both on and off the court.
The four-time NBA champion has become one of the sport's most marketable athletes, with Curry Brand continuing to grow since its launch under Under Armour.
Source: ESPN
