Golden State Warriors No. 30 Stephen Curry reacts during the second half of a 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 and equipment company Li-Ning that will include not only product development but also a commitment to sports culture.
The Golden State player said in the letter that he also plans to launch Curry-branded stores in the United States and China, adding that the partnership will help his brand have broader resources and a global footprint.
“I was confident that Li-Ning was the right partner to deliver the innovation and design that I want Curry Brand to represent,” he said, adding, “Curry Brand’s future lies with Li-Ning.” Terms of the deal were not disclosed.
Li-Ning was founded in 1990 by a former Chinese Olympic gold medalist who named the company after himself. The company is also an official partner of the Chinese Olympic Committee and has more than 7,600 stores, including flagship stores and factory outlets, according to its annual report.
Li Ning’s stock price, which did not immediately respond to CNBC’s request for comment, rose 0.2%.
The partnership with Li-Ning comes after Curry and sportswear company Under Armor announced plans to end their partnership last November.
Curry is the founder and CEO of Thirty Ink, which includes businesses such as Unanimous Media, bourbon brand Gentleman’s Cut, and 7k marketing consultancy.
