Golden State Warriors star Stephen Curry says he has struck an endorsement contract with Chinese sportswear manufacturer Li-Ning. The 38-year-old has signed with a retail partner for his range of shoes and sports gear since breaking off a 12-year relationship with US athletic giant Under Armour last year.
Curry and Li-Ning will work together on new goods and plans to open his distinctive chain of stores in the US and China. Terms of the purchase were not immediately released. Signing Curry will be a big move by Li-Ning as it tries to become an international brand, along with other Chinese sportswear firms like Anta.
This is a landmark victory for Li-Ning and proves that Chinese sportswear brands are capable of competing with global giants like Nike and Adidas to sign top players,” said Linda Yu of marketing firm Red Ant Asia.
Endorsement deals are the “lifeline of sportswear firms” and a name like Steph Curry may allow Li-Ning to establish itself in areas like the US,” added Yu. The deal, which would help Li-Ning grow in the U.S., was announced in a video on his business website Thirty Ink. It has more than 7,000 stores in Asia. Li-Ning informed the BBC that it will work with Curry to develop products across a range of categories, starting with golf and basketball, and to promote sports culture.
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