Stephen Curry #30 of the Golden State Warriors reacts during the second half of the game against the Charlotte Hornets at Spectrum Center on March 29, 2024 in Charlotte, North Carolina.
Jared C. Tilton | Getty Images
NBA star Stephen Curry has entered into a partnership with Chinese sportswear company Li-Ning, which would involve product development as well as sports culture initiatives.
There are also plans to launch Curry Brand stores in the U.S. and China, the Golden State player said in a letter, adding that the partnership will help his brand have a wider range of resources and a global footprint.
“I knew that Li-Ning could be the right partner that can deliver on the innovation and design that I want Curry Brand to stand for,” he said, noting that “the future of Curry Brand is with Li-Ning.”
Li-Ning, which is one of China’s largest sport brand companies, was founded in 1990 by a former Chinese Olympic Gold medalist who named the company after himself. The company, which is also the official partner of the Chinese Olympic Committee, has over 7,600 stores including flagship and factory outlets, according to its annual report.
Shares in Li-Ning, which did not immediately respond to CNBC’s request for comment, were up 0.2%.
The tie-up with Li-Ning comes after Curry and sportwear company Under Armour in November last year announced plans to end their partnership.
Curry is the founder and CEO of Thirty Ink, that includes businesses such as Unanimous Media, bourbon brand Gentleman’s Cut and 7k marketing consultancy.
