The announcement by Stephen Curry, one of pro basketball’s biggest stars, that he had signed a major endorsement deal with the Chinese sportswear brand Li-Ning raises the profile of a company that has lacked the cachet of Western brands like Nike or Adidas.
The agreement, which Mr. Curry announced on Monday, is set to give the N.B.A. star access to China’s enormous consumer base, while offering Li-Ning its biggest ever inroad into the U.S. sportswear market.
Under the partnership, Mr. Curry, the N.B.A.’s three-point record-holder and point guard for the Golden State Warriors, will bring his Curry Brand of basketball shoes and apparel to the Chinese company. It will also allow him to sign athletes under his brand, according to ESPN.
Here’s what to know about Li-Ning and the deal.
What is Li-Ning?
Li-Ning was created in 1990 by the Chinese gymnast Li Ning, who won six medals, including three golds, at the 1984 Olympics in Los Angeles. He retired in 1988 and soon after founded his sportswear brand.
The company initially focused on providing sportswear for Chinese consumers, outfitting the country’s Olympic delegations and occasionally sponsoring professional tennis players. After going public in 2004, it signed footwear deals with N.B.A. players including Shaquille O’Neal and Baron Davis.
