Stephen Curry Signs New Deal With Controversial Chinese Apparel Brand Li-Ning, Which Is Banned in the U.S.

Stephen Curry has signed a new endorsement deal with Chinese sportswear company Li-Ning, marking a major shift in his business and branding strategy after ending his 13-year partnership with Under Armour in November. The agreement, reported by ESPN as a 10-year deal, will expand Curry Brand into basketball products, athleisure, athlete signings for men and women, and a full golf line. Curry described the partnership as “the partnership of a lifetime” and said the future of his brand will be powered by a company “truly rooted in sports and innovation.”

The move has drawn attention because Li-Ning was banned from the United States in 2022 and has faced accusations from the U.S. government and human rights groups over alleged use of forced labor. Reporting cited by the Pulitzer Center last summer said a major investigation linked Li-Ning and other brands to China’s Xinjiang labour transfer scheme, which has been tied to abuses against Uyghur, Kazakh, and Kyrgyz communities. The company has not been discussed in the article with any response to those allegations.

According to ESPN, Curry’s decision was influenced in part by his comfort while testing shoes worn by two Li-Ning signature athletes, Warriors teammate Jimmy Butler and Dwyane Wade. The deal gives Curry broader creative and commercial control over his brand, including the ability to recruit athletes under the Curry label.

Curry’s business profile remains substantial. Forbes cited his earnings at $124.7 million as of May 22, underscoring his status as one of the world’s highest-paid athletes. The announcement arrives at a key moment in Curry’s career as he continues to build his legacy both on and off the court. The partnership positions Li-Ning as a central player in Curry’s next chapter, while also placing the deal under scrutiny because of the company’s controversial history and its restricted status in the U.S. market.

The announcement generated immediate interest because Curry is one of the most recognizable figures in global basketball, and his brand decisions often carry wide influence in sports, fashion, and lifestyle markets. His public message emphasized continuity, product quality, and long-term growth, suggesting that the collaboration is designed to be more than a traditional sneaker endorsement. For Li-Ning, the partnership with Curry could provide major international visibility. For Curry, it represents a move toward greater ownership, wider product lines, and a deeper role in shaping his brand’s future.