SAN FRANCISCO (Diya TV) — Stephen Curry has found a new home in the sneaker industry. The Golden State Warriors superstar has signed a landmark 10-year shoe endorsement deal with Chinese sportswear company Li-Ning. The agreement marks a major shift in Curry’s business career after he ended his long-running partnership with Under Armour in late 2025.
The new deal expands Curry Brand on a global scale. It includes basketball footwear, athleisure products, a golf apparel line, and opportunities for Curry to sign and develop athletes under his own brand. The agreement positions Curry as one of the most influential athletes in the global sports apparel market.
Curry entered sneaker free agency after ending a 13-year relationship with Under Armour in November. During that partnership, he built Curry Brand into one of the most recognizable athlete-driven brands in sports. At the time of his departure, Curry expressed gratitude for the company’s support throughout his NBA career.
He said Under Armour believed in him early and helped him create something bigger than a shoe business. He also emphasized that the mission behind Curry Brand would continue to grow. The move to Li-Ning gives Curry a new platform to expand that vision internationally. The Chinese company plans to strengthen Curry Brand’s presence in global markets while introducing new product categories. Industry experts view the deal as one of the most significant athlete endorsement agreements in recent years.
After leaving Under Armour, Curry did not immediately sign with another company. Instead, he became one of the most-watched sneaker free agents in sports. Throughout the 2025-26 NBA season, Curry wore shoes from nearly a dozen different brands. His sneaker choices generated widespread interest among basketball fans and the footwear industry.
In April, Curry took a unique approach by auctioning many of the sneakers he wore during the season. The proceeds supported his Eat. Learn. Play. Foundation, which focuses on helping children and families through education, nutrition, and community programs. The auction highlighted Curry’s commitment to philanthropy while keeping fans engaged during his free-agency search.
The new partnership goes beyond traditional basketball shoes. According to reports, the agreement allows Curry Brand to expand into multiple categories. The deal covers basketball products, lifestyle apparel, athleisure collections, and a full golf line. It also gives Curry the ability to recruit and sign athletes under the Curry Brand umbrella.
That feature could help the brand build a larger presence across sports while attracting future stars. The long-term nature of the agreement provides stability and creates opportunities for sustained growth over the next decade. For Li-Ning, signing Curry represents a major investment in one of basketball’s biggest global icons.
Li-Ning already has a strong presence in professional basketball. Several current NBA players wear the company’s products, including Jimmy Butler, CJ McCollum, and D’Angelo Russell. Former NBA star Dwyane Wade has also maintained a long-standing relationship with the brand.
The company has expanded its influence beyond basketball as well. Li-Ning sponsors major marathons and supports national sports organizations in China. The company works closely with the Chinese table tennis team, the Chinese Badminton Association, and the China Badminton Super League. These partnerships have helped Li-Ning establish itself as a major player in the global sportswear industry. Adding Curry to its roster significantly increases the brand’s international visibility.
The partnership represents more than a sneaker endorsement deal. It creates a pathway for Curry Brand to reach new audiences around the world. Curry remains one of the NBA’s most recognizable athletes and one of the league’s most marketable stars. His influence extends beyond basketball into business, fashion, and philanthropy. With a 10-year commitment from Li-Ning, Curry now has the opportunity to shape the future of his brand on a global stage. As the Warriors star continues his playing career, this agreement could become one of the defining business moves of his legacy.
