UnderArmour News & Analysis

Steph Curry signs endorsement deal with Li-Ning after Under Armour split

Stephen Curry has signed an endorsement deal with Chinese sportswear brand Li-Ning after ending a 12-year partnership with Under Armour in 2025. The value of the deal has not been disclosed. Li-Ning, which operates over 7,000 stores across Asia, plans to collaborate with Curry on new products and launches of signature stores in the US and China. This partnership is part of Li-Ning's strategy to enhance its international presence in competition with brands like Nike and Adidas, leveraging Curry's popularity as a marketability asset.