Stephen Curry has signed a 10-year endorsement deal with Chinese sportswear company Li-Ning, moving his Curry Brand venture to the Beijing-based company after departing Under Armour in November, according to ESPN.

Under the terms of the deal, Curry will be able to develop basketball products, athleisure lifestyle wear, and a full golf line, and will have the authority to sign both male and female athletes to his brand, ESPN reported. Li-Ning also plans to open Curry Brand stores in the U.S. and China, Curry said in a statement on his brand collective site Thirty Ink, as CNBC reported. Financial terms were not disclosed.

"This is bigger than a shoe deal, bigger than a signature series. This is a partnership of a lifetime," the Golden State Warriors guard said in a video posted to his Instagram, according to CNN.

Among the factors that tipped Curry toward Li-Ning — chosen over pitches from domestic and international brands alike — was how the shoes already worn by two of the company's signature athletes felt on his feet: Warriors teammate Jimmy Butler and NBA Hall of Famer Dwyane Wade, ESPN reported. Curry's agent, Jeff Austin, finalized negotiations in recent days, ESPN added.

"I knew that Li-Ning could be the right partner that can deliver on the innovation and design that I want Curry Brand to stand for," Curry said in a statement, as CNBC reported.

The company bears the name of its founder, gymnast and Olympic gold medalist Li Ning, who launched it in 1990. Today it ranks among the best-known sportswear labels in China, operating more than 7,600 retail locations, yet its $4.3 billion in annual revenue is almost entirely generated within Chinese borders — with less than 2% coming from outside the country, CNN reported. Li-Ning stock was up 0.2% following the announcement.

Behind the November departure, industry sources told ESPN, was a mounting sense that Under Armour had failed to invest adequately in the partnership as the company's overall value eroded. Following the split, Curry was seen wearing shoes from multiple brands during Golden State Warriors games, drawing attention from rival sportswear companies.

Thirty Ink, Curry's brand collective, operates under his leadership as founder and CEO and houses several ventures, among them Unanimous Media, whiskey label Gentleman's Cut, and the marketing firm 7k, the company said.