Steph Curry signs 10-year deal with Chinese brand Li-Ning

Golden State Warriors guard Steph Curry signed a 10-year deal with Chinese sportswear company Li-Ning after parting ways with Under Armour in 2023.

Curry announced the agreement on social media on Monday. The four-time NBA champion becomes the latest player to join a Chinese brand, following Kyrie Irving with Anta and Austin Reaves with Rigorer.

Li-Ning gains a marquee endorser in the NBA's all-time leader in three-pointers. The company joins Anta and Rigorer in signing current and former NBA players, including Klay Thompson, Gordon Hayward, Alex Caruso and Kevin Garnett.

The deals come as Chinese brands seek greater influence in a market long led by Nike and Adidas. China accounts for an estimated 450 million NBA fans, a market larger than the U.S. population.

The NBA and many of its players have spoken publicly on issues such as racial justice and voting rights. The league has faced criticism for its muted response to China's human rights record, including the Hong Kong crackdown and reports of forced labor involving Uyghur Muslims in Xinjiang.

Former Rockets executive Daryl Morey's 2019 tweet supporting Hong Kong protesters drew backlash from Chinese officials and business partners. Rockets guard James Harden later criticized Morey for the remarks.

Curry's move adds to the list of NBA players aligning with Chinese companies that offer large contracts and creative roles.