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BEIJING, June 2, 2026 /PRNewswire/ -- LI-NING today announced a long-term partnership with 4x Championship titles, 2x MVP and Olympic Gold Medalist Stephen Curry and Curry Brand. Built on long-term brand co-creation, the partnership will focus on multi-category performance product development, sports culture initiatives, and engaging the next generation, as LI-NING and Curry Brand move forward together to shape what's next for global sports brands.
Founded in 1990 by Mr. Li Ning, a world-renowned Olympic gymnastics champion, LI-NING is a professional sports brand shaped by an athlete's understanding of sport, performance and long-term dedication. That foundation creates a natural connection with Curry, considered to be one of the most influential athletes of his generation. Curry has redefined modern basketball through transformation and innovation which has inspired a new generation of athletes. The partnership is grounded in Mr. Li Ning and Curry's shared belief in the power of sport, and driven by a strong alignment between LI-NING's and Curry Brand's vision and values.
"When I think about the future of Curry Brand, I think about building something that lasts, something that continues to push the game forward and creates real impact for athletes around the world," said Curry. "That's what makes this partnership with LI-NING so exciting. Mr. Li Ning built this company from the perspective of an athlete, with the same belief that sport can change lives and inspire the next generation. I felt that in the conversations we've had and in the product I've tested. The quality, performance and innovation are real, and it instills confidence in what we can create together across basketball, golf and lifestyle. For Curry Brand, this is about growing the right way, with a partner that understands the standard we're trying to set and the good we want to do."
LI-NING's technological innovation and product performance capabilities were also key factors behind the partnership. Curry has experienced LI-NING basketball products directly through on-court play and product testing.
"The quality, comfort and performance of their shoes are what impressed me the most," Curry added. "That experience gave me real confidence in LI-NING sneakers on the court, and helped me see that LI-NING could be the right partner to deliver the innovation and design I want Curry Brand to stand for."
"Sport has the power to ignite passion and inspire each generation to push beyond its limits," said Li Ning, Founder and Chairman of LI-NING Company. "LI-NING and Curry share a deep understanding of sport and a common commitment to performance, innovation and the next generation of athletes. We look forward to building on this partnership to keep pushing boundaries and create new possibilities for global sport."
Looking ahead, LI-NING and Curry Brand will work together to advance the global development of both brands. Starting with basketball and golf, the partnership will extend into broader consumer lifestyle sport categories, bringing innovative products, diverse cultural content and distinctive sport experiences to the next generation of athletes and sports consumers around the world.
Change the Game for Good. Anything is Possible.
About LI-NING Brand
LI-NING is a leading sports brand company founded in 1990 by Mr. Li Ning, renowned as the "Prince of Gymnastics". Inspired by the legendary athletic career of its founder Mr. Li Ning, the brand carries an inherent athlete DNA. Its iconic slogan "Anything is Possible" has consistently shaped its journey. With a mission "Let Sports Light Your Passion", LI-NING is dedicated to serving professional athletes and sports participants.
LI-NING has long focused on core categories including basketball, running, fitness, badminton, table tennis, and sports lifestyle, while expanding into outdoor, tennis, and pickleball. LI-NING brand consistently enhances product experience, sports experience and purchasing experience.
BEIJING, June 2, 2026 /PRNewswire/ -- LI-NING today announced a long-term partnership with 4x Championship titles, 2x MVP and Olympic Gold Medalist Stephen Curry and Curry Brand. Built on long-term brand co-creation, the partnership will focus on multi-category performance product development, sports culture initiatives, and engaging the next generation, as LI-NING and Curry Brand move forward together to shape what's next for global sports brands.
Founded in 1990 by Mr. Li Ning, a world-renowned Olympic gymnastics champion, LI-NING is a professional sports brand shaped by an athlete's understanding of sport, performance and long-term dedication. That foundation creates a natural connection with Curry, considered to be one of the most influential athletes of his generation. Curry has redefined modern basketball through transformation and innovation which has inspired a new generation of athletes. The partnership is grounded in Mr. Li Ning and Curry's shared belief in the power of sport, and driven by a strong alignment between LI-NING's and Curry Brand's vision and values.
"When I think about the future of Curry Brand, I think about building something that lasts, something that continues to push the game forward and creates real impact for athletes around the world," said Curry. "That's what makes this partnership with LI-NING so exciting. Mr. Li Ning built this company from the perspective of an athlete, with the same belief that sport can change lives and inspire the next generation. I felt that in the conversations we've had and in the product I've tested. The quality, performance and innovation are real, and it instills confidence in what we can create together across basketball, golf and lifestyle. For Curry Brand, this is about growing the right way, with a partner that understands the standard we're trying to set and the good we want to do."
LI-NING's technological innovation and product performance capabilities were also key factors behind the partnership. Curry has experienced LI-NING basketball products directly through on-court play and product testing.
"The quality, comfort and performance of their shoes are what impressed me the most," Curry added. "That experience gave me real confidence in LI-NING sneakers on the court, and helped me see that LI-NING could be the right partner to deliver the innovation and design I want Curry Brand to stand for."
"Sport has the power to ignite passion and inspire each generation to push beyond its limits," said Li Ning, Founder and Chairman of LI-NING Company. "LI-NING and Curry share a deep understanding of sport and a common commitment to performance, innovation and the next generation of athletes. We look forward to building on this partnership to keep pushing boundaries and create new possibilities for global sport."
Looking ahead, LI-NING and Curry Brand will work together to advance the global development of both brands. Starting with basketball and golf, the partnership will extend into broader consumer lifestyle sport categories, bringing innovative products, diverse cultural content and distinctive sport experiences to the next generation of athletes and sports consumers around the world.
Change the Game for Good. Anything is Possible.
About LI-NING Brand
LI-NING is a leading sports brand company founded in 1990 by Mr. Li Ning, renowned as the "Prince of Gymnastics". Inspired by the legendary athletic career of its founder Mr. Li Ning, the brand carries an inherent athlete DNA. Its iconic slogan "Anything is Possible" has consistently shaped its journey. With a mission "Let Sports Light Your Passion", LI-NING is dedicated to serving professional athletes and sports participants.
LI-NING has long focused on core categories including basketball, running, fitness, badminton, table tennis, and sports lifestyle, while expanding into outdoor, tennis, and pickleball. LI-NING brand consistently enhances product experience, sports experience and purchasing experience.
** This press release is distributed by PR Newswire through automated distribution system, for which the client assumes full responsibility. **
LI-NING Announces Long-Term Partnership with Stephen Curry and Curry Brand
LI-NING Announces Long-Term Partnership with Stephen Curry and Curry Brand
Strengthening Feed Innovation, Industry Growth, and Sustainable Supply Chains
MANILA, Philippines, June 2, 2026 /PRNewswire/ -- The U.S. Soybean Export Council (USSEC) celebrated 30 years of partnership between U.S. Soy and the Philippines at a milestone anniversary event in Manila. The program highlighted the longstanding relationship that has supported the country's feed milling, livestock, poultry, and aquaculture sectors for three decades.
The anniversary program takes place alongside USSEC's regional Feed Technology and Animal Nutrition Conference, which brings together experts from across East Asia to advance feed innovation, nutrition research, and technical capacity. The discussions complement the Philippines' priorities in feed efficiency, quality, and sustainable production.
The event brought together government representatives, industry associations, feed manufacturers, nutritionists, technical experts, and U.S. soybean farmers. The program featured keynote remarks and industry discussions highlighting shared priorities in feed quality, responsible sourcing, innovation, and long‑term supply chain resilience.
A Partnership Built on Reliability and Shared Progress
For three decades, U.S. Soy and the Philippines have built a partnership grounded in trust, quality, and consistent supply.
So far this crop year, total U.S. soybean meal commitments to the Philippines are up 53%[1], representing an increase of more than one million metric tons — a significant milestone that underscores the country's continued confidence in U.S. Soy and the strength of this long‑standing partnership.
The Philippines has been the top export market for U.S. soybean meal for nine consecutive years, reflecting strong confidence in U.S. Soy's nutritional value, digestibility, and performance across feed applications.
A young population, rising incomes, and strong demand for fresh pork and poultry continue to drive growth across the feed and animal protein sectors, reinforcing the Philippines' position as one of Southeast Asia's most dynamic markets.
USSEC also recognizes the longstanding support of the USDA Foreign Agricultural Service (FAS), whose partnership over the past three decades — including recent agricultural trade missions — has strengthened market access, technical cooperation, and industry development in the Philippines.
"U.S. Soy has been a trusted partner to the Philippines for 30 years," said Carlos Salinas, Executive Director – East Asia, USSEC. "Our partnership has always been built on shared priorities — dependable supply, strong relationships, and a commitment to continuous improvement. With U.S. Soy commitments rising significantly this year, we look forward to supporting the country's feed and livestock industries with the quality and consistency they rely on."
Deepening Industry Collaboration
To mark the anniversary, USSEC and the Philippine Association of Feed Millers, Inc. (PAFMI) signed a Memorandum of Understanding (MOU) reaffirming their longstanding cooperation. The agreement outlines deeper collaboration in areas such as feed formulation, quality and nutritional research, supply chain transparency, and sustainability verification through U.S. Soy programs.
"PAFMI plays a central role in advancing feed quality and food security in the Philippines," said USSEC CEO Jim Sutter. "This MOU reflects our shared commitment to supporting a modern, efficient feed industry and ensuring that manufacturers have access to a reliable, high‑quality supply of U.S. Soy — a supply that delivers the value customers rely on and is produced with verified sustainability that aligns with the Philippines' long‑term goals."
Advancing Sustainability and Innovation Across the Feed Sector
U.S. soybean farmers continue to lead in climate‑smart agriculture, adopting practices that reduce environmental impact while improving productivity. Programs such as the U.S. Soy Sustainability Assurance Protocol (SSAP) and the Sustainable U.S. Soy (SUSS) label provide verified sustainability that aligns with the Philippines' increasing focus on responsible sourcing, carbon footprint reduction, and supply chain transparency.
Today, more than 95% of U.S. Soy exports to the Philippines carry SSAP verification[2], supporting the country's growing emphasis on traceability and responsible sourcing.
These efforts support feed manufacturers as they prioritize efficiency, traceability, and long‑term resilience across the livestock and aquaculture value chains.
A Growing Market Shaped by Long‑Term Partnership
The Philippines' feed industry remains one of the fastest‑growing in Southeast Asia. Total feed use is projected to grow 32% by 2035, with poultry feed demand expected to rise 37% and aquaculture feed 28%[3]. These trends underscore the country's strong and sustained need for high‑quality protein ingredients.
With U.S. Soy commitments rising sharply this year, opportunities for expanded technical collaboration and sustainability engagement continue to grow, reinforcing the Philippines' position as a key long‑term partner for U.S. Soy.
As the Philippines' feed and livestock industries evolve, U.S. Soy remains committed to supporting the sector's continued growth. The next chapter of partnership will focus on advancing feed innovation, strengthening technical exchange, and ensuring long‑term supply chain reliability for the country's feed manufacturers and producers.
| [1] USDA data |
| [2] USSEC data |
| [3] USDA data |
[1] USDA data
[2] USSEC data
[3] USDA data
About USSEC
The U.S. Soybean Export Council (USSEC) focuses on differentiating, elevating preference, and attaining market access for the use of U.S. Soy for human consumption, aquaculture, and livestock feed in more than 90 countries internationally. USSEC members represent the soy supply chain including U.S. Soy farmers, processors, commodity shippers, merchandisers, allied agribusinesses, and agricultural organizations. USSEC is funded by the U.S. Soy Checkoff, USDA Foreign Agricultural Service matching funds, and industry. Visit www.ussec.org for the latest information about USSEC and U.S. Soy internationally.
** This press release is distributed by PR Newswire through automated distribution system, for which the client assumes full responsibility. **
U.S. Soy Marks 30 Years of Partnership with the Philippines
U.S. Soy Marks 30 Years of Partnership with the Philippines
