Steph Curry has inked an endorsement deal with Chinese sportswear brand Xtep after his long-running partnership with Under Armour ended. The move marks a shift in the Golden State Warriors point guard's commercial strategy and reflects intensifying competition among Chinese athletic companies to land marquee global athletes.
Xtep, a Fujian-based footwear and apparel manufacturer, positions itself as an alternative to established Western giants like Nike and Adidas. The deal underscores how Chinese brands are aggressively pursuing American sports icons to accelerate their international expansion and build credibility in Western markets.
Curry's endorsement carries substantial weight. The four-time NBA champion and two-time MVP commands one of the league's largest sneaker markets, particularly among younger consumers who grew up watching his revolutionary three-point shooting. Under Armour, which signed him in 2013, benefited enormously from the association but reportedly struggled to keep pace with Nike's dominance in basketball.
Chinese sportswear companies have intensified their recruitment efforts in recent years, securing partnerships with athletes across NBA, soccer, and tennis. Companies like Li-Ning and Anta Sports have similarly pursued high-profile athletes as they work to establish themselves as lifestyle brands rather than merely functional equipment manufacturers.
The Curry-Xtep partnership signals shifting dynamics in athlete endorsements. While Western brands still dominate overall market share, Chinese companies now command enough capital to compete for top-tier talent. For Curry, the deal likely offers competitive financial terms while granting Xtep immediate credibility among global consumers.
The endorsement landscape continues fragmenting as athletes diversify their portfolios beyond traditional powerhouses. Curry's move reflects both the athlete's leverage in an increasingly crowded market and the genuine competitive threat Chinese brands now pose to Nike's basketball monopoly.