Stephen Curry inks 10-year deal with Chinese brand Li-Ning

By Leobert Julian A. de la Peña

Golden State Warriors superstar Stephen Curry finally has his new shoe deal after signing a 10-year partnership with Chinese sportswear company Li-Ning.

The development was announced on June 2, 2026, after Curry posted a promotional video on his official Facebook page, captioned, “The partnership of a lifetime.”

Since November 2025, Curry has been a sneaker free agent after ending his 13-year partnership with American company Under Armour.

Right after the final release of the Curry 13 basketball shoes, the four-time NBA champion began trying out other brands, going viral after wearing Nike Kobes, Tyrese Haliburton’s Puma line, and a short rotation between Adidas and New Balance.

Curry even tested Dwyane Wade’s “Stingray” Way of Wade 1s and the signature shoe line of his Golden State teammate Jimmy Butler, who was under contract with Li-Ning.

Little did the NBA’s greatest shooter know that he would end up with that brand.

“The next stage is set,” Curry said in the video.

“This is bigger than a shoe deal. Bigger than a signature series. This is a partnership of a lifetime. The future of Curry Brand will be powered by a company truly rooted in sports and innovation.”

In retrospect, Curry parted ways with Under Armour on Nov. 14, 2025, but the NBA star maintained sole ownership of Curry Brand and was free to choose a new exclusive retail partner.

Launched in 2020 with Michael Jordan’s Jordan Brand as inspiration, Curry Brand also had the luxury of operating independently without any restrictions from Under Armour.

The NBA’s all-time leader in 3-pointers began his journey as an Under Armour ambassador in 2013, a move hailed as one of the biggest upsets in sports marketing when Curry declined to sign with Nike.

Since joining the brand, Curry helped Under Armour boost its marketing stock, especially with his shoe line and, later, his signature apparel.

“The future of Curry Brand is with Li-Ning,” Curry added.

“A partner dedicated to creating quality products, with sneakers that I believe in and that will continue to deliver at the highest level.”