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Steph Curry trades Under Armour partnership for a deal with Li-Ning

Months after breaking ties with Under Armour, Steph Curry has found a new home at Li-Ning.

The athlete signed a long-term deal with the Chinese sportswear company that will focus on co-creation across multiple categories, according to a Monday press release. Li-Ning, founded by Olympic gymnast Li Ning in 1990, will work with the NBA star to advance the Curry Brand in basketball and golf. The pair plan to expand Curry’s eponymous brand into “broader consumer lifestyle sport categories” over time.

“When I think about the future of Curry Brand, I think about building something that lasts, something that continues to push the game forward and creates real impact for athletes around the world,” Curry said in a statement, highlighting the quality and innovation of Li-Ning’s products. “For Curry Brand, this is about growing the right way, with a partner that understands the standard we’re trying to set and the good we want to do.”

Under Armour cut ties with Curry in November after working with the basketball star for more than a decade. The activewear brand released its last Curry-branded shoe in February.

Steph Curry trades Under Armour partnership for a deal with Li-Ning | Retail Dive

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