Since his debut in the NBA, Stephen Curry has been a sought-after figure. Like many top athletes, Curry initially teamed up with Nike during the early stages of his professional career. However, in 2013, he made a significant shift to Under Armour. At that point, Under Armour’s presence in the NBA was relatively modest, but Curry’s influence helped bolster their market position. After more than ten years of collaboration, Curry and Under Armour concluded their partnership in November.
Now, Curry is setting his sights on international opportunities. The basketball superstar has inked a lucrative endorsement deal with Li-Ning, a prominent Chinese sportswear brand. This contract, valued at an impressive $400 million over ten years, marks a new chapter in his endorsement career.
This deal almost matches Curry’s earnings from his NBA career. Since joining the league in 2009, he has amassed over $470.1 million in salaries. His current contract has one remaining season, during which he is set to earn more than $62.5 million.
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Throughout his career, Curry has been a cornerstone for the Golden State Warriors, achieving four championship victories and setting numerous shooting records.
The agreement with Li-Ning will prominently feature sneakers, but it also extends to a range of basketball-related products, athleisure wear, and a comprehensive golf line. Additionally, Curry has the opportunity to recruit other athletes under his brand umbrella. This partnership significantly enhances Curry’s global reach, particularly in China, the world’s second most populous nation, where basketball enjoys immense popularity.
Sources suggest that Curry’s choice of Li-Ning, despite receiving other enticing offers, was primarily driven by comfort. He had the opportunity to try out shoes worn by other players, including Dwyane Wade and his Warriors teammate, Jimmy Butler. Ultimately, Curry found that Li-Ning’s footwear complemented his dynamic style of play most effectively.
This deal is notable for the monetary aspect, but also because Li-Ning is under examination from the United States government and human rights organizations. The clothing was banned in the U.S. after it was found that Li-Ning uses forced labor to make its products. That will likely impact the availability of Curry’s merchandise in his home country.
Curry’s not quite done on the basketball court, though this move shows he’s already planning ahead for his post-playing career. And it’s looking quite lucrative.
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