Stephen Curry ended his sneaker free agency Monday by signing a massive new deal with Li-Ning that will expand Curry Brand on a global scale.
According to ESPN’s Shams Charania, the Golden State Warriors superstar has signed a 10-year “landmark” shoe deal with Chinese company Li-Ning, a move that officially ends his brief period on the open market and expands his Curry Brand venture on a global scale.
Per Charania, the agreement “extends his Curry Brand venture globally and encompasses basketball products, athleisure, the ability for Curry to sign athletes under his brand, and a full golf line,” giving Curry unprecedented control and reach within the performance and lifestyle space.
Curry confirmed the partnership on social media, marking the next chapter of a signature brand that began after he parted ways with Under Armour following a 13-year run. In November, he announced he had moved on from that partnership as an opportunity for broader growth rather than a reset.
“Under Armour believed in me early in my career and gave me the space to build something much bigger and more impactful than a shoe,” Curry said in a previous statement. “I’ll always be grateful for that… I’m excited for a future that’s focused on aggressive growth.”
Charania also reported Curry chose Li-Ning over several competing offers after testing shoes tied to NBA peers, including Jimmy Butler and Dwyane Wade, both of whom are associated with the brand.
Li-Ning’s growing NBA footprint already includes players like CJ McCollum and D’Angelo Russell, along with Wade as a longtime ambassador, as the company continues expanding its global sports and lifestyle presence.
Curry missed about two months with a right knee injury, but returned to play for the Warriors in early April. He finished the remainder of the regular season and participated in the team’s play-in games.
Against the Clippers he logged 35 points, 1 rebound, and 4 assists. He shot an incredibly efficient 12-for-23 from the field (including 7-for-12 from three), sparking a massive fourth-quarter comeback to win 126-121, but struggled to find his usual magic in the Warriors losing effort against the Suns. He shot 4-for-16 from the field and 3-10 from beyond the arc.
