Partnership with Stephen Curry: Li-Ning advances global strategy

Chinese sporting goods brand Li-Ning continues to advance its global strategy with a new long-term partnership with US basketball star Stephen Curry. Curry separated from his previous business partner Under Armor last year.

In a statement, Li-Ning said the partnership with Curry envisages “long-term co-branding.” The focus is on developing performance products across multiple categories and sports culture initiatives. They also want to involve the next generation of athletes to shape the future of global sports brands.

As part of the agreement, NBA pro Curry will wear Li-Ning basketball sneakers on the court. The Golden State Warriors player said he was convinced of the technological innovation and performance of the Chinese company’s products.

“I was most impressed by the quality, comfort and performance of their shoes,” Curry said in a statement. “This experience gave me real confidence in Li-Ning sneakers on the pitch and helped me realize that Li-Ning could be the right partner to deliver the innovation and design that I want the Curry brand to stand for.”

As part of the collaboration, Li-Ning will also support the Curry brand, which was launched as a sub-brand of Under Armor in 2020. Steph Curry retained intellectual property rights, including logos and trademarks, even after his separation from Under Armour.

Curry finds a new home with Chinese brand Li-Ning

Li-Ning emphasized that he wanted to promote the global development of the Curry brand. The starting point is products for basketball and golf, before the range is expanded to include broader lifestyle sports categories. The Chinese giant also plans to open stores in China and the US to further expand its global presence.

Curry added: “I see the future of the Curry brand as building something that lasts. Something that advances the sport and has a real impact on athletes around the world.”

What makes the partnership with Li-Ning so exciting is that “Mr. Li Ning built this company from an athlete’s perspective and shares the belief that sport can change lives and inspire the next generation. I felt that in our conversations and in the products I tested,” said Curry. “The quality, performance and innovation are real and give me confidence in what we can create together in basketball, golf and lifestyle.”

For his brand, it’s about “growing in the right way, with a partner who understands the standard we want to set and the good we want to do,” explained the basketball professional.

Olympic gymnastics champion Li Ning founded his company of the same name in 1990. The basis was his own experiences in competitive sports. Today the brand offers shoes, clothing and equipment for basketball, running, fitness, badminton and table tennis as well as in the sports lifestyle segment. In recent years the offering has been expanded to include outdoor, tennis and pickleball.

The company has developed into one of the leading manufacturers of sports clothing and equipment in China, with annual sales of around 4.3 billion US dollars (3.7 billion euros). Li-Ning achieves the majority of this in its Chinese home market, and the groundbreaking partnership with Curry is now intended to further strengthen its global presence.

“Sport has the power to ignite passion and inspire every generation to go beyond their limits,” said Founder and Chairman Li Ning. “Li-Ning and Curry share a deep understanding of sport and a shared commitment to performance, innovation and the next generation of athletes. We look forward to building on this partnership to continue to push boundaries and create new possibilities for global sport.”