Stephen Curry, the Golden State Warriors’ four-time NBA champion, has signed a landmark 10-year endorsement deal with Chinese sportswear brand Li-Ning, ending a 13-year partnership with Under Armour Fox News reports. The move marks a pivotal shift in the basketball apparel market, where Chinese brands are increasingly challenging Western dominance.
Curry’s Career and Financial Legacy
Curry, 38, has built a career defined by innovation and record-breaking performances. Drafted by the Warriors in 2009, he has won four NBA titles, two MVP awards, and is the league’s all-time leader in three-pointers made basketball-reference.com. His 2025 salary of $55,761,216 and net worth of $413,605,897 underscore his status as one of the sport’s most valuable assets. Despite his success, he remains uninducted into the Naismith Memorial Basketball Hall of Fame.
The Li-Ning Deal: A Strategic Gamble
The 10-year partnership with Li-Ning, valued at an undisclosed sum, positions Curry as the first NBA player to sign with a Chinese brand of such scale. The deal comes after Curry’s 2023 split from Under Armour, a relationship that spanned his entire NBA career. Li-Ning, a global sportswear giant, gains a marquee athlete to bolster its presence in the U.S. market, while Curry expands his influence in Asia, where the Warriors’ fanbase is growing.
For more on this story, see Curry-Li-Ning Deal Sparks Warriors’ Trade Talk as Butler’s Future Uncertain.
“This agreement highlights a broader shift in the basketball apparel landscape,” a spokesperson for Li-Ning stated. “Curry’s global appeal and on-court achievements make him an ideal partner for our long-term vision.”
NBA’s Ties to China: A Controversial Balance
Curry’s move has reignited debates about the NBA’s complex relationship with China. The league has long prioritized economic incentives, with Chinese sponsors and media deals contributing significantly to its revenue. However, this has clashed with the NBA’s public advocacy for social justice and human rights, particularly regarding issues in Hong Kong and Xinjiang. Players like Curry, who have used their platforms to support social causes, now face scrutiny over their commercial partnerships.
“The NBA’s financial dependence on China creates a paradox,” said a sports analyst. “While the league promotes activism, its business model often aligns with regimes that contradict those values.”
Curry’s Latest on-Court Challenges
Off the court, Curry’s recent performances reflect the physical toll of his career. In April 2026, he missed a game due to an undisclosed injury and later returned to play 36 minutes in a playoff matchup, scoring 35 points nba.com. His ability to adapt—whether through signature shoes or strategic play—has cemented his legacy, but questions linger about how long he can maintain his elite level as his career enters its 17th season.
What’s Next for the NBA and Global Endorsements?
The Curry-Li-Ning deal signals a new era where Chinese brands are not just competitors but key players in the NBA’s global strategy. With players like Kyrie Irving and Austin Reaves already partnering with Chinese firms, the trend suggests a reconfiguration of the sports apparel industry. For the NBA, the challenge will be balancing these lucrative partnerships with its public commitments to social responsibility.
As Curry’s career approaches its twilight, his choices—both on and off the court—will continue to shape the intersection of sports, commerce, and geopolitics.
