On June 2, Chinese sportswear brand Li-Ning announced the signing of a major endorsement deal with one of the brightest stars of the NBA, Stephen Curry. The 10-year agreement covers plans for basketball, athleisure, and golf products. Both parties have established a long-term partnership, aiming to develop new products together and planning to open Curry Brand stores in both China and the United States.

Media analysis suggests that this agreement will not only open the door for the NBA star to reach China's vast consumer base but also provide Li-Ning with the greatest opportunity yet to enter the U.S. sportswear market.