Stephen Curry has signed a new long-term shoe and apparel partnership with Chinese sportswear giant Li-Ning, marking one of the biggest endorsement moves in basketball since his split from Under Armour late last year.
Curry Brand announced the deal Monday, confirming that both sides will work together across basketball, golf and lifestyle apparel while also focusing on product development and global sports culture initiatives.
The company described the partnership as “a shared commitment to inspiring the next generation of athletes around the world.”
For Curry, the agreement represents far more than just another endorsement contract.
“The partnership of a lifetime,” Curry said following the announcement.
The move comes after months of speculation surrounding Curry’s sneaker future.
The four-time NBA champion parted ways with Under Armour in November after spending more than a decade with the brand and helping turn Curry Brand into one of basketball’s most recognizable signature lines.
Following the split, Curry spent much of the season rotating through different sneakers while testing the market during what many fans viewed as a sneaker free-agency tour.
At one point, a massive crate filled with shoes sat near Curry’s locker at Chase Center as he cycled through pairs almost nightly. Among the most notable selections were signature Li-Ning models connected to former NBA Finals MVP Dwyane Wade and Warriors teammate Jimmy Butler.
That eventually fueled growing speculation that Li-Ning could emerge as the frontrunner for Curry’s next long-term deal.
The agreement also signals another major push by Li-Ning to strengthen its influence in global basketball. The company has already partnered with several high-profile NBA players over the years, but landing Curry gives the brand arguably the most influential shooter and one of the most marketable athletes in basketball history.
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