Golden State Warriors' Steph Curry just signed with a Chinese brand.After mutually parting ways with Under Armour in 2023 and ending a 13-year partnership, the four-time NBA champion has signed a massive 10-year deal with Chinese sportswear giant Li-Ning.Golden State Warriors guard Stephen Curry is interviewed after the team's victory over the Sacramento Kings in an NBA game in San Francisco on March 13, 2025.(Godofredo A.
Vásquez/AP)Curry announced the move on his social media on Monday.The deal represents more than a major win for Li-Ning.STEPH CURRY BECOMES FIRST PLAYER IN NBA HISTORY WITH 4,000 CAREER 3-POINTERS MADEBut the agreement highlights a broader shift in the basketball apparel market, where Chinese labels are becoming increasingly influential players in a space once dominated by Western brands.Curry's move shines a spotlight on an uncomfortable contradiction the NBA has struggled to address for years: the tension between the league's public commitment to social activism and its extensive financial ties to China.Landing the greatest shooter in NBA history gives Li-Ning a marquee athlete and further strengthens China's growing presence in the league.STEVE KERR ADMITS HE WAS 'WRONG' ON HONG KONG, REGRETS CALLING TRUMP A 'BUFFOON'The NBA and many of its players have built a reputation as some of the most outspoken figures in American sports on issues ranging from racial justice to voting rights.Golden State Warriors star Steph Curry presents a jersey bearing number 1 to Vice President Kamala Harris at the White House in Washington, D.C., on Jan.
17, 2023.The Warriors won the 2022 NBA Championship.
(Win McNamee/Getty Images)Stephen Curry #30 of the Golden State Warriors shoots a three-point basket during the game against the LA Clippers on Oct.27, 2024, at Chase Center in San Francisco, Calif.
(Jed Jacobsohn/NBAE)Players wear social justice messages, speak openly on political issues, and frequently use their platforms to advocate for social causes.Yet ...