Golden State Warriors guard Stephen Curry has signed an endorsement deal with Chinese sportswear company Li-Ning, a move that brings one of basketball’s most recognizable players to a brand seeking broader international reach.

Curry, 38, announced the partnership in a video posted on his business website, Thirty Ink. He had been free to sign with a new retail partner for his line of shoes and sportswear since ending a 12-year deal with Under Armour in 2025. The deal is Curry’s first collaboration with a Chinese brand. He partnered with Nike at the start of his career before moving to Under Armour.

Under the agreement, Curry and Li-Ning will collaborate on new products and plan to launch Curry Brand stores in both the United States and China. The financial terms were not disclosed.

Li-Ning operates more than 7,000 shops across Asia. Signing Curry represents a significant step in the company’s push to become a recognized international brand, alongside other Chinese sportswear labels such as Anta.

“We have plans to launch Curry Brand stores together in China and the US, as we look to build on the success that Li-Ning has already established, with even more growth,” Curry said in the video. He added that the deal will give his brand an “expanded runway of resources” to grow its basketball, golf and other product portfolios globally.

Curry is a four-time NBA champion and widely regarded as one of the greatest shooters in basketball history. His profile gives Li-Ning a high-visibility presence in the U.S. market, where Western sportswear companies have traditionally dominated but where Chinese brands are seeking footholds.

Curry joins a list of prominent NBA players who have aligned with Chinese sportswear companies. Dwyane Wade and Jimmy Butler are partnered with Li-Ning, while Klay Thompson and Kyrie Irving are signed with Anta.

Anta, which previously manufactured shoes for international brands under contract, has led the global expansion drive by Chinese sportswear companies. The firm has acquired rights to Western labels including Fila and this year purchased a key stake in Puma, pledging to help the brand grow in China.

Western sportswear companies have long sought access to the Chinese consumer market but face intense competition from domestic manufacturers offering lower-priced goods. Demand in China has also slowed amid reduced domestic spending.