The four-time NBA champion Stephen Curry has ended his long-standing partnership with Under Armour to sign a multi-year endorsement deal with Anta Sports, a Chinese sportswear manufacturer. The agreement, valued at an estimated $1 billion, underscores the growing influence of Chinese brands in the global athletic market and poses a strategic challenge to established Western firms, including those based in Britain.
Curry, 36, had been with Under Armour since 2013, a relationship that yielded his signature shoe line and substantial marketing campaigns. However, sources close to the negotiation indicate that the American company was unwilling to match the financial terms offered by Anta, which has aggressively expanded its portfolio of international athletes. The deal makes Curry the latest high-profile basketball player to align with a Chinese brand, following LeBron James’s partnership with Anta rival Li-Ning.
British sportswear companies are watching the development with caution. Analysts at Shore Capital noted that Anta’s success in securing a figure of Curry’s stature signals its ambition to compete directly with Nike and Adidas, both of which have sizable operations in the UK. “The British market is not immune to this shift,” said Julian Martin, a sports marketing consultant. “If Anta gains traction with Curry, it could erode the market share of domestic brands like Umbro and even disrupt the retail strategies of JD Sports.”
Curry’s decision also reflects the broader commercial realignment of professional basketball. The NBA’s popularity in China has made Chinese consumers a lucrative audience, and brands like Anta are leveraging local manufacturing to offer competitive pricing. In contrast, Western brands face rising production costs and supply chain volatility.
Under Armour declined to comment on the specifics of the split. In a statement, the company thanked Curry for his contributions and wished him well. Anta has yet to announce a timeline for the release of Curry’s first signature shoe, but industry insiders expect a global launch as early as next year.
The deal is subject to approval by the NBA’s collective bargaining agreement, which governs player endorsements. Curry’s representatives confirmed that the contract includes performance bonuses and a clause allowing him to invest in Anta’s basketball division.
For British sportswear firms, the challenge is twofold: retaining existing talent and capturing emerging markets. Meanwhile, the geopolitical dimension cannot be ignored. As trade tensions between China and the West persist, corporate alignments like Curry’s carry symbolic weight. His decision to partner with a Chinese manufacturer is a rare instance of a major American athlete endorsing a non-Western brand in a premium category.
Industry observers will now focus on whether other NBA stars follow suit. If so, the traditional hierarchy of sportswear brands may be irrevocably altered, with implications reaching far beyond the basketball court.
