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More than selling shoes: What Chinese sportswear giant Li-Ning is buying with Stephen Curry deal
analysis East Asia More than selling shoes: What Chinese sportswear giant Li-Ning is buying with Stephen Curry deal Li-Ning’s reported US$400 million deal isn’t just about selling sports shoes, analysts say - it’s about leveraging one of basketball’s biggest and most influential athletes to raise its global profile. Golden State Warriors star Stephen Curry transformed basketball from beyond the arc. Now, he is betting on another frontier: China’s booming sportswear aspiration.