Steph Curry Signs 10-Year Deal With Chinese Sportswear Brand Li-Ning

Steph Curry is on the move.

After spending 12 years repping Under Armor, the four-time NBA champion and Golden State Warriors star has signed a 10-year deal with Chinese sportswear brand Li-Ning.

“This the partnership of a lifetime,” Curry said in a video announcement entitled The Future of Curry Brand, adding “the future of Curry Brand is with Li-Ning.”

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The partnership is built around long-term brand co-creation, multi-category performance product development, sports culture initiatives and a shared commitment to inspiring the next generation of athletes around the world.

The partnership brings together two athlete-founded visions: Curry’s ambition to build Curry Brand into a global sports company, and Li Ning’s legacy as an Olympic gold medalist, entrepreneur and founder of one of the world’s leading sports brands.

Curry also spoke directly to his sneaker free agency process, noting that after playing in Dwyane Wade and Jimmy Butler’s Li-Ning sneakers earlier this year, he saw firsthand how the brand could deliver on the innovation, design and performance he wants Curry Brand to stand for.

Looking ahead, Curry Brand and Li-Ning’s partnership will start with basketball and extend into golf and lifestyle, with plans to open Curry Brand stores in China and the U.S. as the brand expands its global footprint.

This article was originally published on Forbes.com