Basketball superstar Stephon Curry hailed Chinese innovation and founder Li Ning's athletic background as he joined hands with China's sporting legend to keep inspiring the next generation.

Chinese sportswear brand Li-Ning and Curry, a four-time NBA champion, two-time MVP and an Olympic gold medalist, jointly announced a long-term brand "co-creation" partnership on Tuesday, ending speculation about the hugely popular hoops icon's next destination following his departure from American brand Under Armour in November.

The partnership will focus on multi-category performance product development, sports culture initiatives, and youth-engaging events to inspire the next generation, according to a press release, yet the financial terms were not disclosed.

Citing founder Li Ning's unique background as a former athlete at the elite level, Curry attributes his decision of joining the brand to its tradition and innovation.

"The next stage is set. This is bigger than a shoe deal. Bigger than a signature series. This is a partnership of lifetime," Curry, a 38-year-old veteran with the Golden State Warriors, said in a video announcing the deal.

"The future of Curry brand will be powered by a company truly rooted in sports and innovation," Curry said. "A partner dedicated to creating quality products with sneakers that I believe will continue to deliver at the highest level."

"It starts with Mr. Li Ning himself, an athlete founder who built one of the world's most premium sportswear brands over the last 35 years," he added. "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.

"Together we will continue the Curry brand and mission with stories, platforms, and products that will inspire the next generation around the globe. And change the game for good."

Founded in 1990 by Li, a world-renowned gymnast who won three gold medals at the 1984 Los Angeles Olympics, Li-Ning has developed into one of the world's most recognized sports brands with official partnerships with the Chinese Basketball Association, the Chinese Olympic Committee, and the Argentine Olympic Committee, among many other international sporting organizations and events.

"Li-Ning and Curry share a deep understanding of sport and a common commitment to performance, innovation, and the next generation of athletes," Li, founder and chairman of Li-Ning company, said.

"We look forward to building on this partnership to keep pushing boundaries and create new possibilities for global sport."

Several active and retired NBA stars are currently under endorsement deals with Li-Ning, including Curry's teammate Jimmy Butler, CJ McCollum of the Atlanta Hawks, D'Angelo Russell of the Washington Wizards, and former Miami Heat legend Dwyane Wade, who's built a signature "Way of Wade" product series with Li-Ning.

The signing of Curry, arguably the most influential basketball player of his generation on the global stage, has reflected the bold ambition of Chinese companies to expand their brand awareness and business in the international market, according to industry observers.

By edging out tough competitors from home and abroad in contention for Curry's signature, Li-Ning has cracked the elite tier of global basketball branding, and by offering Curry creative autonomy — what was believed a key factor in his decision-making — Li-Ning is expected to take full advantage of Curry's personal charisma, highlighted by his over 150 million social media followers globally, to accelerate the brand's expansion into the international market, sports marketing experts said.