Steph Curry Joins Forces with Li-Ning in Landmark 10-Year Deal

HOUSTON, TEXAS - MAY 04: Stephen Curry #30 of the Golden State Warriors reacts against the Houston Rockets after making a shot during the fourth quarter in Game Seven of the Western Conference First Round NBA Playoffs at Toyota Center on May 04, 2025 in Houston, Texas. NOTE TO USER: User expressly acknowledges and agrees that, by downloading and or using this photograph, User is consenting to the terms and conditions of the Getty Images License Agreement. (Photo by Tim Warner/Getty Images)

Stephen Curry is set for a new chapter in his career. After a lengthy 12-year association with Under Armour, the four-time NBA champion has signed a significant 10-year contract with the Chinese sportswear company Li-Ning. In a video announcement titled "The Future of Curry Brand," Curry expressed his excitement, stating, “This the partnership of a lifetime,” and emphasized that “the future of Curry Brand is with Li-Ning.”

This collaboration focuses on long-term brand development, innovative product creation across various categories, and initiatives aimed at promoting sports culture. Both Curry and Li Ning share a vision for inspiring young athletes globally. Curry's aspirations to elevate the Curry Brand into an international sports entity align well with Li Ning's impressive background as an Olympic gold medalist and a successful entrepreneur.

Reflecting on his recent experiences, Curry mentioned that trying out sneakers from Li-Ning, worn by fellow athletes Dwyane Wade and Jimmy Butler, demonstrated the brand's commitment to innovation and performance. This firsthand experience influenced his decision to partner with them.

Looking ahead, the collaboration will initially focus on basketball, but plans are in place to branch into golf and lifestyle products. There are also ambitions to open Curry Brand retail locations in both China and the United States, marking a significant expansion of the brand's global presence.