SAN FRANCISCO, CALIFORNIA – JANUARY 19: Stephen Curry #30 of the Golden State Warriors reacts after he had an assist to Gary Payton II #0 in the third quarter of their game against the Miami Heat at Chase Center on January 19, 2026 in San Francisco, California. NOTE TO USER: User expressly acknowledges and agrees that, by downloading and/or using this photograph, user is consenting to the terms and conditions of the Getty Images License Agreement. (Photo by Ezra Shaw/Getty Images)
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During a recent golf event in California, Golden State Warriors guard Stephen Curry was spotted wearing Li‑Ning’s red Hare 9 ultra running shoes. He described the footwear as comparable to On Running shoes and HOKA’s latest models.
Curry’s 12‑year partnership with Under Armour ended in November, prompting a social‑media frenzy over his next endorsement home.
The Chinese sports‑apparel giant Li Ning officially announced the signing in June, marking a notable shift for the NBA star.
From the Beijing Olympics to Sports Apparel Growth
Li Ning, a former Olympic athlete famous for his iconic loop around Beijing’s Olympic Stadium in 2008, has become a national hero and a leading brand in China.
Speculation surrounds Curry’s contract, with some believing it provides a final major payday before his playing days end, while also allowing him to expand his business interests into golf and lifestyle products.
The deal leverages Curry’s appeal in a basketball‑obsessed market of roughly 500 million fans, 150 million of whom are considered “hardcore,” helping to extend his brand reach.
Li Ning operates 7,000 stores across China, and Curry’s endorsement is expected to boost the company’s overseas presence, particularly in the United States.
Curry is not the only NBA player partnering with Chinese sneakers; Kyrie Irving, for example, left Nike in 2023 to join ANTA and later became its Chief Creative Officer for basketball.
Founded in 1991, ANTA has grown into one of the world’s largest athletic‑footwear and apparel firms by revenue and market capitalization.
These successes are not coincidental. China’s government actively promotes its sports‑apparel sector, aiming for global leadership, and brands like Li Ning, ANTA, 361 Degrees, Dearway, and Xtep reflect that ambition.
Euromonitor reports that Chinese brands currently account for about 6 % of global sports‑apparel sales. When overseas acquisitions are included, that figure rises sharply.
In recent years, aggressive stakes in non‑Chinese firms such as Puma and Arc’teryx have become a hallmark of the industry’s consolidation.
Fujian – the new global capital of sports apparel?
Cities such as Jinjiang, Quanzhou, and Xiamen in the coastal province of Fujian drive this growth, offering easy export routes for sneakers, T‑shirts, and caps, as well as access to raw materials.
Recognizing this potential, the Chinese government designated Fujian in the early 1980s as a hub for sports‑apparel innovation, production, and marketing, a role the region now fulfills.
The ecosystem expanded in the 1990s as domestic consumers shifted from international labels like Nike and Adidas to local alternatives. In the 2000s, the Fujian cluster began looking outward, securing early endorsements such as San Antonio Spurs star Tony Parker’s 2013 deal with Peak Sport.
Qiaodan goes head‑to‑head with Nike
A Qiaodan brand shoe is displayed at a Qiaodan store in Hangzhou in China’s Zhejiang province on December 8, 2016. Basketball mega-star Michael Jordan won part of his trademark suit against a China-based sportswear company December 8, following a years-long struggle for control over the rights to his Chinese name. In a ruling by the Chinese Supreme Court, Qiaodan Sports Co, based in southeastern Fujian province, must stop using the Chinese characters “Qiaodan” on its merchandise, according to a transcript of court records posted on an official website. (Photo by CN-STR / AFP via Getty Images) / China OUT
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Despite a prolonged legal battle with Nike, Qiaodan – whose name means “Jordan” in Chinese – continues to compete with the Oregon‑based giant and Germany’s Adidas.
State‑driven planning, meticulous execution, and aggressive performance targets have propelled Chinese sports‑apparel firms, pushing them toward greater design, quality, and marketing standards.
Having experimented with technologies like 3‑D printing, these companies have refined their approaches to product development and branding. Curry’s partnership with Li Ning exemplifies this evolution.
Recently, Nike’s Chinese sales have slipped 30 % since 2021, reflecting broader market shifts that favor domestic producers.
China’s pivot toward domestic brands
Guochao (“China‑chic”) and Zìxìn (“self‑confidence”) are cultural movements that celebrate Chinese heritage while integrating contemporary design, streetwear, and modern technology.
Adidas has embraced these trends, delivering Guochao‑inspired products that helped lift its sales by 6 % last year, while Nike still grapples with an appropriate response.
The narrative carries two key takeaways: China’s rise in sports apparel is both economic and soft‑power driven, and, as seen with EVs and digital tech, its industrial ascent appears unstoppable.
Curry’s endorsement, linking California golf courses to Fujian’s factories, illustrates how quickly Chinese brands are closing the distance between continents and expanding their share of the global market.
