Stephen Curry Signs Historic Long-Term Deal With Li-Ning

Stephen Curry has officially ended his sneaker free agency, securing a groundbreaking new partnership with Chinese sportswear giant Li-Ning.

The Golden State Warriors superstar has agreed to a reported 10-year endorsement deal worth more than $400 million, marking one of the most significant sneaker agreements in basketball history. The partnership represents a major new chapter for Curry Brand and expands its reach on a global scale.

Under the agreement, Curry Brand will collaborate with Li-Ning across multiple product categories, including basketball footwear and apparel, lifestyle and athleisure collections, and a dedicated golf line. The deal also grants Curry the ability to sign and develop other athletes under the Curry Brand umbrella, highlighting ambitions that extend far beyond a traditional signature shoe partnership.

That athlete recruitment component is particularly noteworthy, as it positions Curry Brand as a broader sports and lifestyle platform rather than simply a footwear label. With Li-Ning’s global infrastructure and manufacturing capabilities behind it, the brand is poised for significant expansion.

Reports indicate that Curry’s decision was influenced by firsthand experience with Li-Ning products during the recruitment process. He tested shoes worn by former teammates and fellow NBA stars Jimmy Butler and Dwyane Wade, both of whom have established relationships with the company. Despite reportedly receiving at least one offer with a higher financial value, Curry ultimately chose Li-Ning based on the overall vision and opportunities presented.

As part of the partnership, Li-Ning plans to launch dedicated Curry Brand retail stores in both the United States and China, further strengthening the brand’s international presence.

The move comes after Curry and Under Armour ended their 13-year partnership in November, allowing Curry Brand to operate independently. That separation sparked one of the most closely followed endorsement pursuits in recent memory, with several major companies reportedly interested in securing the future Hall of Famer.

In the end, Li-Ning emerged as the winner, landing one of the most influential athletes in sports and positioning itself for a major boost in visibility and market reach worldwide.