Steph Curry signs 10-year deal with Chinese brand Li-Ning, raising questions about NBA’s ties to China Golden State Warriors star Steph Curry has signed a 10-year deal with Chinese sportswear brand Li-Ning, ending his long-term partnership with Under Armour. This move underscores the increasing influence of Chinese brands in the basketball apparel market and highlights the NBA’s complex relationship with China, balancing social activism with significant financial interests. The deal provides Li-Ning with a marquee athlete and reinforces China’s growing presence in the league, impacting how NBA figures approach politically sensitive topics.

• Steph Curry signed a 10-year deal with Chinese brand Li-Ning after ending his 13-year partnership with Under Armour.
• The move signifies a growing influence of Chinese sportswear brands in the basketball apparel market, challenging Western dominance.
• Curry’s decision highlights the tension between the NBA’s commitment to social activism and its substantial financial ties to China.
• Chinese brands like Li-Ning, Anta, and Rigorer are actively signing major NBA players, offering significant creative input and business opportunities.
• The NBA’s financial relationship with China is deepening, with China representing a massive consumer market for the league and its athletes.