Stephen Curry Signs 10-Year Partnership With Li-Ning After Under Armour Split

A New Global Footprint for Curry Brand

The transition to Li-Ning represents more than a standard endorsement deal; it is a strategic expansion of Curry Brand’s reach. Under the terms of the agreement, the partnership will encompass basketball products, athleisure, and a dedicated golf line. As reported by Bleacher Report, the deal provides Curry the unique authority to sign other athletes under his own brand label, a power move that echoes his past efforts to cultivate talent. Beyond product development, the partnership focuses on sports culture initiatives and the establishment of dedicated Curry Brand retail locations in both the United States and China. This reflects a long-standing trend of NBA superstars leveraging massive popularity in Asian markets to build global retail empires. By aligning with a company rooted in the Chinese market, Curry is positioning his brand to tap into deeper resources and a broader international footprint, as detailed by CNBC.

Strategic Alignment and Creative Vision

Curry’s decision to move away from Under Armour—his partner since 2013—was finalized in November 2025. Following that split, he spent the 2025-26 season as a sneaker free agent, wearing an eclectic rotation of footwear from nearly a dozen different brands. He later auctioned those game-worn shoes in April, raising $1.7 million for his Eat. Learn. Play. Foundation. This period of experimentation allowed the 12-time NBA All-Star to assess which manufacturing partner could best support his vision for the future. The choice of Li-Ning, a company established in 1990 by Olympic gold medalist Li Ning, places Curry in a unique position. Unlike his previous arrangements where he was one of many marquee athletes, Curry becomes the undisputed face of Li-Ning’s basketball division. As The New York Times notes, this avoids the brand-sharing dynamic he faced at other major houses, allowing him to define the brand’s identity entirely on his own terms.

The Competitive Landscape of Chinese Sportswear

Li-Ning is no stranger to the NBA. The company first made waves in the league in 2006 when Cleveland’s Damon Jones became the first player to wear the brand on court. Its most significant historical foothold was established in 2012 with the signing of Dwyane Wade, whose “Way of Wade” line became a blueprint for athlete-led sub-brands. Today, the company’s roster includes notable players such as Jimmy Butler, Fred VanVleet, CJ McCollum, and D’Angelo Russell. The partnership arrives at a time when the landscape for athlete endorsements is shifting rapidly. With the rise of the NIL (name, image, and likeness) era in college sports, the ability to sign top-tier collegiate and high school talent is a major asset. Analysts suggest that the combination of Curry’s influence and Li-Ning’s manufacturing capabilities creates an open market for recruiting the next generation of stars.

Implications for the Future

While financial terms of the 10-year contract remain undisclosed, the market response has been immediate. Shares in Li-Ning saw a modest increase of 0.2% following the announcement. For Curry, the transition is a calculated step toward building a legacy that transcends his playing career. By focusing on innovation and global storytelling, he intends to ensure his brand remains at the forefront of the athletic industry. As Curry enters this new phase, the industry will be watching to see how quickly the Curry Brand can scale its retail presence in the U.S. and whether the new athlete signings begin to materialize before the start of the next season. With a proven track record of innovation and a clear mandate to build a global platform, the partnership is set to influence the trajectory of basketball footwear for the next decade.