Stephen Curry, the Golden State Warriors star, has entered a ten-year endorsement agreement with Li-Ning, a Chinese apparel company banned in the United States due to concerns over forced labor practices linked to its supply chains. The brand faces serious allegations by the U.S. government and human rights organizations for connections to labor abuses involving ethnic minorities in China’s Xinjiang region.
This partnership follows Curry’s departure from Under Armour after a 13-year relationship. The new deal extends beyond basketball shoes to include athleisure wear, golf products, and the option for Curry to sign male and female athletes under his brand umbrella. His decision reportedly came after testing Li-Ning signature shoes worn by fellow NBA players Jimmy Butler and Dwyane Wade, both associated with the Warriors.
Investigations by major outlets such as The New York Times, Der Spiegel, and the Pulitzer Center have exposed a Chinese government labor transfer program that relocates ethnic minorities like Uyghurs, Kazakhs, and Kyrgyz people across the country to work in factories tied to brands including Li-Ning. These labor practices are central to the accusations of human rights violations against the company.
In public statements, Curry emphasized his faith in Li-Ning’s commitment to sports innovation and quality products, highlighting the company’s founder, a former athlete himself, as key to the brand’s ethos. The collaboration is positioned as transformative for the Curry Brand’s global ambitions, aiming to inspire new generations through storytelling and product development.
Li-Ning is a well-known Chinese sportswear manufacturer, and its U.S. ban reflects increasing scrutiny on international supply chains and ethical labor standards. Meanwhile, Forbes reported Curry’s earnings recently at $124.7 million, underscoring his market value as one of the highest-paid athletes globally.