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

The greatest sneakerless manager in basketball history did not sign with Nike or Adidas.

Golden State Warriors’ Steph Curry signed with a Chinese brand.

The four-time NBA champion, who mutually parted ways with Under Armor in 2023 and ended their 13-year partnership, signed a massive 10-year deal with Chinese sportswear giant Li-Ning.

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

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But the deal underscores a broader shift in the basketball apparel market, where Chinese brands are becoming increasingly influential players in a field once dominated by Western brands.

Curry’s move highlights a troubling contradiction the NBA has been trying to resolve for years: the tension between the league’s public commitment to social activism and its extensive financial ties to China.

Having the best shooter in NBA history gives Li-Ning a major athlete and further strengthens China’s growing presence in the league.

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

Golden State Warriors star Steph Curry presents the No. 1 jersey to Vice President Kamala Harris at the White House in Washington, DC on January 17, 2023. The Warriors won the 2022 NBA Championship. (Win McNamee/Getty Images)

Stephen Curry #30 of the Golden State Warriors makes a three-pointer during the game against the LA Clippers at the Chase Center in San Francisco, California on October 27, 2024. (Jed Jacobsohn/NBAE)

Gamers carry social justice messages, speak out on political issues, and often use their platforms to advocate for social causes. But controversies over China’s human rights record, including a crackdown in Hong Kong and allegations of forced labor of Uyghur Muslims in Xinjiang, have generally been met with far less public criticism from the league and its biggest stars.

Economic incentives help explain why.

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Chinese brands like Li-Ning, Anta and Rigorer are no longer niche alternatives looking for overlooked talent.

They aggressively pursue some of the NBA’s most well-known players.

All-NBA guard Kyrie Irving signed a major deal with Anta and was later named the company’s chief creative officer. Lakers guard Austin Reaves has partnered with Rigorer to launch a signature shoe line.

These companies often offer athletes lucrative endorsement contracts as well as significant creative input and business opportunities.

Golden State Warriors player Stephen Curry listens to basketball coach Steve Kerr speak during the daily briefing in the Brady Briefing Room at the White House on January 17, 2023 in Washington, DC. (Andrew Caballero-Reynolds/AFP)

The trend extends far beyond a handful of stars.

Anta’s roster includes Klay Thompson, Gordon Hayward, Alex Caruso and Hall of Fame member Kevin Garnett.

The NBA’s financial relationship with China continues to deepen as more players choose Chinese brands.

China is home to an estimated 450 million NBA fans, giving brands and athletes access to a consumer market larger than the entire population of the United States.

For players with global ambitions, success in China can be as important as success at home. This economic reality has shaped how many NBA figures approach politically sensitive issues involving China.

One of the most notable examples was when former MVP James Harden publicly criticized then-Houston Rockets manager Daryl Morey after Morey’s support for pro-democracy protesters in Hong Kong triggered a backlash from Chinese officials and business associates.

Harden’s comments show how economic incentives can outweigh public commitments to free speech when China is involved, critics say.

Now Curry’s transfer to Li-Ning sends another message about where the league’s business interests are heading.

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The NBA may paint social justice slogans on its arenas and make statements about equality, but the reality of its global business model tells a more complex story.

The league has spent years telling fans what it means. His increasing embrace of Chinese money continues to reveal what he can’t stand against.

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