Steph Curry Signs Deal With Chinese Sportswear Giant

Summary

Basketball star Stephen Curry signed a 10-year endorsement deal with Chinese sportswear giant Li Ning. Bloomberg Intelligence analyst Catherine Lim discusses the strategic implications, noting Li Ning's commitment to the basketball franchise and potential upper-market positioning of the Curry brand.

• Stephen Curry signs 10-year deal with Li Ning, ending free agency after leaving Under Armour.
• The deal expands the Curry brand to basketball, athleisure, and golf.
• Li Ning aims to position the Curry brand as the upper end of the market.
• Chinese sportswear companies selectively sign US stars, with Anta and Klay Thompson as a precedent.
• Anta and Klay Thompson sold 10 million shoes through a well-crafted strategy.
• The deal reflects Li Ning's commitment to the basketball franchise in China.