The Golden State Pivot: Why Stephen Curry's Move to Li-Ning Makes Sense

For over a decade, Stephen Curry and Under Armour were synonymous. The baby-faced assassin from Davidson transformed a football-centric apparel company into a legitimate player in the global basketball footwear market, building the Curry Brand into a billion-dollar standalone entity. Yet, in the fast-paced, hype-driven ecosystem of sneaker culture, empires must evolve or risk stagnation.Currys recent decision to sign a landmark sneaker and apparel deal with Chinese sportswear giant Li-Ning sent ...