Li Ning Co. has signed a multi-year partnership with NBA China to expand its footprint in the basketball sector, despite reporting a 13% retail sales drop for its basketball category in the first half of the year, 163.com reported.
NBA China Partnership Expands Fan Activation
The agreement between NBA China and Li Ning, announced on Oct. 7, covers fan engagement initiatives through prominent events and offline experiences, including NBA Hoop Park and NBA House projects. Under the partnership, NBA China will deploy an original content system across digital and social platforms to highlight Li Ning’s roster of sponsored athletes and connect the brand with basketball culture.
Roster Additions Bolster Global Strategy
The NBA agreement follows a strategic partnership signed in June with four-time NBA champion Stephen Curry and Curry Brand. Li Ning’s broader basketball roster features NBA All-Star and 2019 champion Fred VanVleet, six-time All-Star Jimmy Butler III, 2025 NBA draft 16th pick Yang Hansen, and Naismith Basketball Hall of Famer and three-time NBA champion Dwyane Wade.
Retail Sales Slump Sparks Product Control
The commercial push comes against a backdrop of declining sales performance. Li Ning reported a 19% year-over-year retail sales decline for its basketball category in 2025, followed by a 13% drop in the first half of the year. Li Ning Group executive director and co-CEO Qian Wei attributed the downward trend during an earnings briefing to a broader market contraction and the company’s deliberate decision to trim product lines. Qian stated that management chose to control orders rather than lower core product competitiveness just to generate volume in a soft market.
Long-Term Confidence Drives Continued Investment
Qian maintained an optimistic outlook for the sport’s commercial prospects in China, describing basketball as a core pillar among the nation’s major ball sports. He confirmed that the company will maintain its investment in athletic resources, marketing channels, and product innovation to protect its market position. On Oct. 9, Li Ning shares closed at HK$12.76, marking a 3.91% increase.
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