Golden State Warriors star Stephen Curry signs 10-year deal with Li-Ning
Golden State Warriors guard Stephen Curry has signed a 10-year endorsement contract with Chinese sportswear brand Li-Ning, concluding his highly publicised sneaker free agency.
The 36-year-old four-time NBA champion officially announced the landmark agreement on Monday.
This new partnership will globally expand his personal brand venture, covering basketball products, athleisure wear, and a complete golf line.
It also grants the legendary shooter the unprecedented ability to sign both male and female athletes to his own imprint.
Departing a long-time sponsor
The two-time Most Valuable Player departed his previous sponsor, Under Armour, in November following a 13-year relationship.
Industry sources indicated the split followed growing frustration over underinvestment from the American manufacturer.
Since ending that mutual partnership, the veteran playmaker has been the most sought-after figure in the global sportswear market.
He was notably spotted wearing rival footwear during pre-game warm-ups in San Antonio before testing various other brands over the subsequent months.
Choosing a new direction
The franchise icon ultimately selected the Chinese company over several competing pitches from both domestic and international rivals.
Comfort played a pivotal role in his final decision after he extensively tested footwear endorsed by other high-profile athletes.
He specifically trialled signature shoes worn by his new Golden State team-mate Jimmy Butler and basketball Hall of Famer Dwyane Wade.
Agent Jeff Austin finalised the lucrative negotiations in recent days, although exact financial terms remain undisclosed.
The ambitious agreement includes immediate plans to build dedicated retail stores across the United States and China.