Curry Signs Shoe Deal With Li-Ning

Stephen Curry has secured a new home for his signature brand by entering into a long-term shoe and apparel partnership with the Chinese sportswear giant Li-Ning. This agreement represents a significant change in the basketball sneaker industry and concludes Curry's months-long quest for a new footwear partner following his separation from Under Armour in late 2025.

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The agreement enables Curry to keep running Curry Brand and broaden its global presence via Li-Ning’s vast international network. Reports indicate that the partnership extends well beyond basketball footwear, encompassing apparel, golf items, athlete endorsements, and sports culture projects designed to inspire future athletes. Curry described the agreement as “the partnership of a lifetime,” expressing his enthusiasm for the brand's future.

This decision follows one of the most highly anticipated sneaker free agencies in NBA history. After leaving Under Armour, Curry experimented with different footwear throughout the 2025-26 season, trying out various models, including those from Li-Ning, before finally selecting the company as his long-term partner.

Established by Olympic gymnast Li Ning, Li-Ning has grown into one of Asia's leading sportswear brands, with NBA stars like Jimmy Butler and Dwyane Wade as its ambassadors. The addition of Curry provides the company with one of basketball's most famous figures, potentially enhancing its visibility in North America.

For Curry, this partnership marks the next phase of his illustrious career, both in basketball and beyond. As the four-time NBA champion continues to shape his legacy, Li-Ning is wagering that the Curry Brand will evolve into a global powerhouse for the future, much like it did with Under Armour.