Asian sportswear labels are steadily making a name for themselves, with Chinese giant Anta backing Olympic champion Eileen Gu and Li-Ning set to outfit the Chinese Olympic team for 2028. However, these Asian brands are no longer just domestic players – they are using high-profile Western endorsements, from NBA superstars to Olympic champions and tennis legends, to build international credibility, challenging the long-standing dominance of sportswear giants like Adidas and Nike.

Here are eight of the most prominent athletes who have secured major sponsorship deals with rising Asian labels.

Stephen Curry x Li-Ning

Just this month, basketball legend Stephen Curry signed a 10-year endorsement deal with Li-Ning, the Chinese sportswear giant founded by former Olympic gold medallist Li Ning.

For over a decade, Curry had been a partner of Under Armour, and there was speculation about him signing up with Nike, Adidas or New Balance. He was seen sporting shoes from different brands throughout the latest NBA season, including Li-Ning’s signature trainers along with teammate Jimmy Butler.

The deal between Curry and Li-Ning is reportedly worth US$400 million, and will give the basketball star the opportunity to expand Curry Brand, his self-titled label. Curry and Li-Ning already have plans to launch the NBA player’s brand in China and the US, with the opportunity to expand not only in within the basketball franchise, but also in golf and across the lifestyle space.

Emma Raducanu x Uniqlo

The 23-year-old Emma Raducanu, Britain’s top ranked female tennis player, signed with Japanese brand Uniqlo as its global brand ambassador after ending her previous endorsement deal with Nike. The partnership is said to be worth US$3.5 million a year, and will work to promote the brand’s LifeWear philosophy, which emphasises the continuous pursuit of excellence, positive contributions to society, and support of the next generation’s sporting talent.

The Uniqlo deal allows Raducanu to sport the label’s designs both during competitions and in her everyday life, while also granting her the chance to participate directly in the creation of her own on-court apparel.

Klay Thompson x Anta

Klay Thompson signed his first shoe deal with major Chinese sports brand Anta in 2014. Three years later, the NBA star signed a 10-year renegotiated extension worth up to US$80 million, and just this year, Anta – the world’s third largest sportswear company by revenue – announced its first lifetime partnership with Thompson.