Key Takeaways:
- Li-Ning signed Stephen Curry to a 10-year shoe and apparel partnership
- Deal covers basketball, athleisure and a dedicated golf product line
- Curry parted ways with Under Armour in November 2025 after 12 years
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Li-Ning signs Stephen Curry to 10-year deal in global push
Stephen Curry's Curry Brand is moving to Li-Ning in a 10-year partnership that gives the Chinese sportswear maker its biggest global ambassador.
Li-Ning Co. signed Stephen Curry to a 10-year shoe and apparel deal, securing the four-time NBA champion as the face of its global expansion push against Nike and Anta Sports Products.
"Li-Ning is a company truly rooted in sports and innovation," Curry said in a social media post announcing the partnership. "Together, we will continue the Curry Brand mission with stories, platforms and products that will inspire the next generation around the globe."
The agreement covers basketball footwear and apparel, athleisure products and a dedicated golf line, with Curry retaining the ability to sign athletes under his own brand. The 38-year-old Golden State Warriors star parted ways with Under Armour in November 2025 after more than a decade, then spent the 2025-26 season as a sneaker free agent, wearing shoes from multiple brands including Li-Ning's signature models for Dwyane Wade and teammate Jimmy Butler.
For Li-Ning, founded in 1990 by Olympic gymnast Li Ning, the deal marks its most high-profile athlete partnership since signing Wade in 2012. The company now gains a globally marketable star to anchor its basketball category as it competes with larger rivals Nike and Anta for share in China's $50 billion sportswear market.
Li-Ning's Basketball Ambitions
Li-Ning first appeared in the NBA in 2006 when Cleveland guard Damon Jones wore its shoes, making it the first Chinese sports brand on an NBA court. The company's breakthrough came in 2012 with the signing of Wade, whose Way of Wade line became a staple in the basketball sneaker market. Current Li-Ning endorsers include Miami's Butler, Houston's Fred VanVleet, Atlanta's CJ McCollum and Phoenix's D'Angelo Russell.
Curry's arrival elevates Li-Ning's basketball credentials significantly. The two-time NBA Most Valuable Player and four-time champion has been one of the most marketable athletes in professional sports, with his Curry Brand generating an estimated $400 million in annual retail sales during its peak Under Armour years, according to industry estimates.
What the Deal Means for Li-Ning's Stock
The partnership positions Li-Ning to capture a larger share of the global basketball footwear market, valued at roughly $8 billion annually. Li-Ning shares traded on the Hong Kong Stock Exchange have gained 18 percent over the past 12 months, outperforming the Hang Seng Index's 12 percent advance, as the company expanded its product lineup and international distribution.
Curry chose Li-Ning over several competing offers after being impressed by the performance and comfort of signature shoes worn by Butler and Wade during the 2025-26 season, according to ESPN. He auctioned more than 70 pairs of game-worn shoes in April, raising $1.7 million for his Eat. Learn. Play. Foundation.
The deal comes as Li-Ning accelerates its international expansion, opening flagship stores in Southeast Asia and Europe. The company reported 2025 revenue of 32.5 billion yuan ($4.5 billion), up 14 percent year-over-year, with international sales accounting for about 8 percent of the total.
This article is for informational purposes only and does not constitute investment advice.
[1] Warriors star Curry lands long-term shoe and apparel deal with Chinese sportswear company Li-Ning - Houston Chronicle[2] Warriors star Curry lands long-term shoe and apparel deal with Chinese sportswear company Li-Ning - Greenwich Time[3] Stephen Curry signs sneaker deal with Li-Ning after long Under Armour stint - The New York Times[4] Warriors’ Steph Curry signs 10-year shoe deal with Li-Ning to take Curry Brand global - New York Post
