Golden State Warriors superstar Stephen Curry finalized a decade-long agreement with Chinese brand Li-Ning, closing his much-anticipated sneaker free agency.
Golden State Warriors guard Stephen Curry has officially joined forces with Chinese sportswear brand Li-Ning through a landmark 10-year endorsement deal. The agreement concludes a lengthy recruitment phase that began after Curry’s split from Under Armour in November of the previous year. Curry revealed his new partnership on Monday, marking a major step forward for his Curry Brand global expansion. The collaboration covers basketball footwear, athleisure apparel, opportunities to sign male and female athletes under his brand, and a complete golf product line.
Curry evaluated multiple proposals from both domestic and international companies before selecting Li-Ning. His comfort during testing sessions with signature athletes played a key role in the final choice. Curry personally tested shoes alongside Golden State Warriors teammate Jimmy Butler, a Li-Ning athlete, as well as former NBA player Dwyane Wade. Li-Ning intends to open Curry Brand retail locations in both the United States and China. Curry’s representative, Jeff Austin, concluded contract negotiations in the days leading up to the announcement.
The new partnership was unveiled via social media on Monday, though financial terms of the agreement were not made public. Curry took to Instagram to share the news under his handle @stephencurry30. The post included a promotional image highlighting the collaboration with Li-Ning.
Curry ended a 13-year association with Under Armour in November, announcing a mutual parting of ways. Despite expressing gratitude for the partnership, reports indicated growing dissatisfaction over reduced investment from the brand amid declining market value. Immediately following the split, Curry entered a high-profile recruitment phase. During a road game in San Antonio, he wore the Nike Kobe 6 “Mambacita” sneakers during warm-ups, signaling the start of his shoe free agency journey.
For months after leaving Under Armour, Curry tested various brand options. He experimented with multiple sneaker lines during pregame routines and promotional appearances. The process drew significant attention from the sports and footwear industries. Curry’s eventual selection of Li-Ning concluded one of the most closely watched athlete endorsements in recent years.