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Alexa Vernice Pacis

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.
Over the past 12 years, Thompson has worked with Anta to create the Anta KT signature line, a shoe series that has been praised by fans and basketball players alike. The partnership has helped to deliver Anta to the world on a global scale, while also influencing basketball culture in China and across the globe.
Roger Federer x Uniqlo

Tennis legend Roger Federer signed with Uniqlo in 2018 after 24 years with Nike. The 10-year, US$300 million deal had the unique exclusion of a retirement clause, meaning even after Federer’s retirement in 2022, he continued to be Uniqlo’s global brand ambassador.
Uniqlo has launched the Roger Federer Collection, a stylish and functional apparel line co-designed by Federer and designer Jonathan Anderson’s brand JW Anderson. This collaboration bridges the gap between high-performance sportswear and casual everyday wear, reflecting Federer’s personal style while expanding Uniqlo’s reach in the athleisure market.
Mason Mount x Mizuno

Mason Mount, an English footballer who plays for Manchester United and has represented England internationally, signed a brand ambassador deal with Japanese sports brand Mizuno in March. He previously had a deal with Nike.
“To me, they [Mizuno] represent hard work, reliability, and quality,” Mount commented to SoccerBible. “All things I pride myself on as both a player and, more importantly, a person.”
Dwyane Wade x Li-Ning

In 2012, the basketball superstar signed a 10-year endorsement deal with Li-Ning – which was groundbreaking for its time, when Western athletes were still mostly signing with bigger competitors like Nike, Adidas and Puma. Not to mention that Wade was leaving the Jordan Brand (under Nike) at the peak of his career.
Wade began creating his Way of Wade trainer line, and his partnership with Li-Ning eventually evolved into a lifetime deal in 2018, when they established Way of Wade as an independent sub-brand.
Wade’s shocking decision to sign with the Chinese sportswear brand was met with mixed reactions from basketball fans and the media, yet the collaboration is now highly regarded for the designs and quality of footwear produced. The collaboration also inspired other NBA stars to follow in Wade’s footsteps.
Emma Navarro x Asics

Japanese sportswear brand Asics revealed a multi-year partnership with 25-year-old Emma Navarro, an American tennis star who is currently ranked world No 25. Asics is renowned worldwide not only for its athletic footwear, but also its casual, everyday options. The brand originally began as Onitsuka Co. Ltd before merging with two other brands to form Asics in 1977, which is why the iconic tiger stripes design seems familiar.
Navarro wears Asics tennis footwear on the court, specifically promoting the recently launched Speed FF 4 tennis shoes for the 2026 season and beyond. Before signing the deal with Asics this year, Navarro previously partnered with South Korean-owned brand, Fila.
Aaron Gordon x 361 Degrees

Professional basketball player Aaron Gordon signed a multi-year deal with Chinese sportswear brand 361 Degrees in 2020. Since then, he has released multiple iterations of his signature shoe series, AG. The partnership has helped 361 Degrees expand its visibility in the US market, while giving Gordon a dedicated platform to develop his own footwear identity and design aspirations outside the traditional Western sneaker giants.


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Western athletes like Emma Raducanu are increasingly open to signing with Asian sportswear labels. Photo: AFP

NBA legend Stephen Curry has signed a 10-year deal with Li-Ning. Photo: Thirty Ink

Emma Raducanu, Britain’s top ranked female tennis player, will be promoting Uniqlo on and off the court. Photo: @uniqlo_ambassadors/Instagram

NBA star Klay Thompson has been with Anta since 2014. Photo: @antasportsofficial/Instagram

Roger Federer signed with Uniqlo after 24 years with Nike. Photo: Reuters

Mason Mount is a brand ambassador for Mizuno. Photo: @mizunofootballofficial/Instagram

Fans were shocked when Dwyane Wade signed with Li-Ning in 2012. Photo: @dwyanewade/Instagram

Tennis star Emma Navarro has a partnership with Asics. Photo: @emma_navarro48/Instagram

Aaron Gordon signed with 361 Degrees in 2020. Photo: 361 Degrees

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Nike x Palace Skateboards collaboration. Photo: @palaceskateboards/Instagram

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Labels like Asics, Li-Ning and Uniqlo are gaining global traction by signing on Western athletes like Emma Raducanu, Stephen Curry and Dwyane Wade


Labels like Asics, Li-Ning and Uniqlo are gaining global traction by signing on Western athletes like Emma Raducanu, Stephen Curry and Dwyane Wade.


8 collabs between star Western athletes and Asian sportswear brands – should Nike and Adidas fear for their crowns?

.css-1c6uqr6{color:inherit;font-weight:inherit;font-size:inherit;font-family:inherit;line-height:inherit;overflow-wrap:break-word;}Labels like Asics, Li-Ning and Uniqlo are gaining global traction by signing on Western athletes like Emma Raducanu, Stephen Curry and Dwyane Wade

.css-1mniedq{color:inherit;font-weight:inherit;font-size:inherit;font-family:inherit;line-height:inherit;}Stephen Curry x Li-Ning

Labels like Asics, Li-Ning and Uniqlo are gaining global traction by signing on Western athletes like Emma Raducanu, Stephen Curry and Dwyane Wade

Stephen Curry x Li-Ning