Steph Curry signs 10-year deal with Chinese brand Li-Ning, raising questions about NBA's ties to China

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The biggest sneaker free agent in basketball history didn't sign with Nike or Adidas.

Golden State Warriors' Steph Curry just signed with a Chinese brand.

After mutually parting ways with Under Armour in 2023 and ending a 13-year partnership, the four-time NBA champion has signed a massive 10-year deal with Chinese sportswear giant Li-Ning.

Golden State Warriors guard Stephen Curry is interviewed after the team's victory over the Sacramento Kings in an NBA game in San Francisco on March 13, 2025. (Godofredo A. Vásquez/AP)

Curry announced the move on his social media on Monday. The deal represents more than a major win for Li-Ning.

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But the agreement highlights a broader shift in the basketball apparel market, where Chinese labels are becoming increasingly influential players in a space once dominated by Western brands.

Curry's move shines a spotlight on an uncomfortable contradiction the NBA has struggled to address for years: the tension between the league's public commitment to social activism and its extensive financial ties to China.

Landing the greatest shooter in NBA history gives Li-Ning a marquee athlete and further strengthens China's growing presence in the league.

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The NBA and many of its players have built a reputation as some of the most outspoken figures in American sports on issues ranging from racial justice to voting rights.

Golden State Warriors star Steph Curry presents a jersey bearing