Overview
- Stephen Curry confirmed on social media that he signed a 10-year partnership with Li-Ning, ending his sneaker free agency after splitting with Under Armour; multiple outlets reported the agreement on Monday.
- The deal is structured beyond a typical endorsement and will put Curry in charge of product lines, athlete signings, and plans to open Curry Brand retail stores in the United States and China.
- Media reports widely cite a roughly $400 million valuation for the 10-year pact but neither Curry nor Li-Ning have publicly confirmed the financial terms.
- The partnership has already drawn attention from U.S. lawmakers and human-rights groups over supply-chain and forced-labor concerns tied to some Chinese manufacturing, prompting calls to examine Li-Ning imports.
- The move highlights a wider shift as Chinese sportswear firms compete for marquee international talent and shows elite athletes increasingly seeking operator-style control over their own brands.