Steph Curry's Li-Ning deal worth $400 million

Key facts

• Stephen Curry signed a 10-year endorsement deal with Li-Ning.
• The deal is reportedly worth $400 million.
• The partnership includes basketball footwear, apparel, athleisure, and a golf line.
• Curry Brand products will be developed and marketed under Li-Ning.
• The partnership aims for global expansion of the Curry Brand.

Stephen Curry's new 10-year partnership with Chinese sportswear giant Li-Ning, reportedly worth $400 million, marks a significant shift in the basketball apparel landscape. This move not only expands Curry Brand's global reach but also underscores the increasing influence and aggressive pursuit of top NBA talent by Chinese labels, challenging the long-standing dominance of Western brands in the market. Curry had been a sneaker free agent since parting with Under Armour in November. The deal includes basketball footwear, apparel, athleisure, and a golf line, with Curry Brand products to be developed and marketed under Li-Ning.