Stephen Curry has officially signed a long-term shoe and apparel agreement with Chinese sportswear company Li-Ning, opening a new phase in the expansion of his global brand.
Key Highlights
- Stephen Curry has signed a long-term shoe and apparel deal with Li-Ning.
- The partnership will focus on basketball, golf, lifestyle products, and global brand growth.
- Curry and Li-Ning will collaborate on product innovation and sports culture initiatives.
- The agreement follows Curry's departure from Under Armour after more than 10 years together.
Curry Begins New Chapter with Li-Ning
Announced by Curry Brand on Monday, the partnership aims to strengthen Curry’s influence across basketball, golf, and lifestyle categories while expanding his international presence.
The collaboration will see Curry and Li-Ning work together on product development, brand-building initiatives, and sports culture projects.
Shared Vision for the Next Generation
According to the announcement, both sides share a common goal of inspiring future athletes around the world through innovation and sport.
The partnership will focus not only on footwear and apparel but also on broader initiatives designed to grow the game and connect with younger generations globally. Curry described the agreement as “the partnership of a lifetime.”
End of a Sneaker Free Agency
The move follows months of speculation after Curry ended his long-standing relationship with Under Armour in November last year, bringing to a close a partnership that had lasted more than a decade.
Throughout the remainder of the season, Curry experimented with various footwear options, often rotating different pairs from a large collection stored near his locker at Chase Center.
During that period, he notably wore signature shoes associated with Dwyane Wade and Jimmy Butler, both linked to Li-Ning, fueling speculation that eventually led to this agreement.
