Curry Joins Chinese Sports Brand

NBA legend Steph Curry has signed a new endorsement deal with a Chinese sportswear company after ending his partnership with Under Armour. The move signals the growing appetite of Chinese firms to attach themselves to global icons as they chase international credibility. Curry, who commands a massive fan base and social media following, will now front the brand’s campaigns across Asia and beyond, bringing his on‑court success and off‑court charisma to a market hungry for Western star power. The deal is expected to boost the Chinese brand’s sales, while giving Curry fresh revenue streams and a foothold in a rapidly expanding market.

Curry’s switch highlights the shift of sports marketing power towards Asian brands seeking global relevance.

The deal underscores how Chinese brands are moving from domestic players to global contenders by leveraging star athletes. It also shows Western athletes increasingly view China as a lucrative endorsement frontier, reshaping the balance of sports marketing power.