Whilst I have been very much focussed on my team, the San Antonio Spurs, following their epic Game 7 win in the Western Conference Finals (which has taken them to their first NBA Finals since 2014), I couldn't fail to notice the news that Steph Curry has entered into a huge new partnership with the Chinese sportswear brand, Li-Ning, reportedly for the next 10 years.
At the moment, Li-Ning does not have a very large presence in the NBA, or in the US market more generally, and Curry's partnership with them feels a little similar to his move to Under Armour in 2013 when Nike was dominating the basketball market and Under Armour was significantly smaller by comparison.
Steph and Curry Brand parted ways with Under Armour in November 2025, leaving Steph with sole control over Curry Brand and its future. Various trade marks have also been assigned from Under Armour to Curry's company SC30, Inc including the "splash" and "SC" logos that have featured on the Steph Curry Under Armour product range.
In a statement posted to his website, Curry announced that he intends to work with Li-Ning to develop Curry Brand not only in relation to basketball but also golf, and in the lifestyle space. The statement also sets out intentions to launch Curry Brand stores in China and the US, and to continue product innovation. This isn't just an athlete endorsement deal, but rather a strategic company partnership aimed at maximising growth opportunities for both brands while leveraging the reach of one of the most famous men in basketball.
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