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.
