Chinese sportswear giant Li-Ning is turning to NBA superstar Stephen Curry to accelerate its global growth and strengthen its basketball and lifestyle segments. On Monday, the company announced a partnership with Curry and his Curry Brand, to develop basketball, golf and lifestyle products, and promote sports culture initiatives worldwide.

Li-Ning plans to open Curry Brand stores in both China and the United States, reflecting its ambition to expand its international footprint and elevate brand equity.

The Golden State Warriors guard called the deal "the partnership of a lifetime".

"I couldn't be more proud to build a long-term vision with Li-Ning that will fuel the Curry Brand for years to come and unlock the full potential of this company on a global scale," Curry wrote in a letter.

Curry's selection of Li-Ning over other US and international offers — despite similar or even higher financial proposals — highlights the company's growing appeal.

Curry said he was impressed while testing shoes from Li-Ning signature athletes Dwyane Wade and Warriors teammate Jimmy Butler, which influenced his decision.

Li-Ning was founded in 1990 by Chinese Olympic gold medalist Li Ning. The company has over 7,600 stores.

Adam Zhang, founder of Key-Solution Sports Consulting, described the collaboration as "a breakthrough in business models for Chinese sportswear brands".

Zhang said, "Li-Ning's partnership with Stephen Curry establishes a stand-alone sub-brand, similar to Nike's Jordan brand, with its own retail channels and athlete endorsements."

The line will focus on basketball footwear, likely expanding into golf, tapping Curry's 150 million global fans and China's massive basketball audience, said Zhang.

The move positions Li-Ning to scale revenue rapidly and marks a milestone in the globalization of Chinese sportswear brands. Based on Li-Ning's previous collaborations, Curry-branded basketball shoes alone could exceed 600,000 pairs annually. At an average selling price of 1,000 yuan ($148), this translates to roughly 600 million yuan in footwear revenue.

Analysts view the partnership as a potential turning point for Li-Ning's basketball division, which experienced a lackluster performance in 2025.

Sinolink Securities cited early signs of recovery in 2026, saying the Curry partnership could drive near-term growth, improve brand perception and reduce consumer education costs in overseas markets. It may also enhance Li-Ning's ability to secure shelf space in key retail channels across Europe and North America.

wangzhuoqiong@chinadaily.com.cn