Stephen Curry has signed a 10-year endorsement deal with the Chinese sportswear company Li-Ning! He ended his 12-year partnership with Under Armour last November.

This new partnership aims to expand Curry’s brand globally, focusing on products for basketball, golf, athleisure, and potential collaborations with male and female athletes. Curry referred to the partnership as “the partnership of a lifetime,” emphasizing a commitment to product quality and storytelling that will inspire young athletes globally. He chose Li-Ning based on his positive experiences and comfort with the performance of shoes worn by fellow athletes Dwyane Wade and Jimmy Butler during the recruitment process. You can read Steph’s letter addressing the deal here!

The deal will also include plans to establish Curry Brand stores in both the United States and China, enriching the brand’s global presence.