NBA superstar Stephen Curry has signed a 10-year endorsement deal with Chinese sportswear giant Li-Ning, marking his return to the athletic apparel market after parting ways with Under Armour earlier this year.

The partnership represents a significant move for both Curry and Li-Ning, as the Chinese brand seeks to expand its global presence by securing high-profile athlete endorsements. Curry, a four-time NBA champion and two-time MVP with the Golden State Warriors, brings considerable star power to the brand's international marketing efforts.

The deal comes as Chinese sportswear companies have increasingly pursued partnerships with major international athletes as part of their strategy to compete with established global brands like Nike and Adidas. Li-Ning, founded by former Olympic gymnast Li Ning, has been working to build its presence in basketball and other sports markets.

Curry's previous partnership with Under Armour, which began in 2013, helped elevate the Baltimore-based company's basketball division significantly. The termination of that relationship earlier this year left Curry as one of the most sought-after free agents in sports marketing.

The financial terms of the Li-Ning deal were not disclosed, though industry observers note that such partnerships typically involve significant guaranteed payments plus performance bonuses and equity stakes.