Steph Curry has signed a 10-year, $400 million endorsement contract with Chinese sportswear company Li-Ning, ending his search for a new sneaker partner following his departure from Under Armour in November 2025.
The Golden State Warriors superstar announced the landmark deal on Monday, which expands his Curry Brand globally across basketball products, athleisure lifestyle wear, a dedicated golf line, and grants him the ability to sign athletes under his brand. Curry had pursued several offers from other companies, including at least one more lucrative proposal, but ultimately chose Li-Ning, according to ESPN.
Curry’s decision to partner with the Chinese brand marks a significant strategic shift for his endorsement portfolio. One key factor in his choice was his comfort testing the shoes of two Li-Ning signature athletes: his fellow Warriors teammate Jimmy Butler and basketball legend Dwyane Wade, according to ESPN’s reporting.
The new deal represents a major financial step up from his previous partnership with Under Armour, which ran for 12 years and was worth $300 million. Curry and Under Armour mutually agreed to end their relationship in November 2025, with industry sources citing growing frustration over what they described as underinvestment from the sportswear brand. When Curry parted ways with Under Armour, he immediately became a high-profile free agent, wearing various brands during the Warriors’ road trip to San Antonio, including Nike Kobe 6 sneakers during pregame warmups.
Li-Ning plans to build Curry Brand stores in both the United States and China, positioning the partnership as a gateway for Curry to tap into China’s massive consumer market. The company is founded by six-time Olympic gold medal gymnast Li Ning, giving the brand credibility in athletic footwear and apparel. Curry’s agent, Jeff Austin of Octagon, finalized the negotiations in recent days.
Sources
- ESPN — Reported the 10-year, $400 million deal with Li-Ning, Curry’s decision factors, and that he turned down more lucrative offers
- CNN — Confirmed the deal terms including basketball products, athleisure, golf line, and athlete signing ability
- The New York Times — Reported the deal expansion across basketball, athleisure, and golf, plus Curry’s global brand strategy
- Yahoo Sports — Confirmed the $400 million value and Curry’s departure from Under Armour in 2025
