Steph Curry signs with Chinese brand after Under Armour split

Golden State Warriors superstar Stephen Curry says he has signed an endorsement deal with Chinese sportswear giant Li-Ning.

The 38-year-old has been free to sign with a retail partner for his line of shoes and sports wear since ending a 12-year deal with US activewear firm Under Armour last year.

Curry and Li-Ning will collaborate on new products and on plans to launch his signature chain of shops in the US and China. The value of the deal was not immediately disclosed.

Signing Curry marks a major step in Li-Ning's push to become an international brand, alongside other Chinese sportswear labels like Anta.

The partnership is a "landmark victory" for Li-Ning, showing that Chinese sportswear brands can compete with global giants like Nike and Adidas to sign top players, said Linda Yu from marketing agency Red Ant Asia.

Endorsement deals are the "lifeline of sportswear brands" and a name like Steph Curry can help Li-Ning to establish itself in markets like the US, Yu said.

In a video posted on his business website Thirty Ink, Curry said the partnership will help Li-Ning expand in the US. It has more than 7,000 shops across Asia.

Li-Ning told the BBC it will work with Curry to promote sports culture as well as develop products across a range of categories, starting with golf and basketball.