“Golden State Warriors star Steph Curry has signed a 10-year endorsement deal with Chinese sportswear brand Li-Ning, ending his 13-year partnership with Under Armour. The agreement, confirmed via social media on June 1, 2026, includes basketball, athleisure, and golf lines, as well as opportunities for Curry to sign athletes under his brand.”https://www.nytimes.com/athletic/7325329/2026/06/01/stephen-curry-shoe-deal-li-ning/
A Global Vision: Curry’s Strategic Move
Curry’s decision to align with Li-Ning marks a pivotal shift in his career, reflecting both personal and commercial ambitions. The 38-year-old guard, who spent 13 years with Under Armour, announced the split in November 2025, citing a mutual agreement to part ways. “Under Armour believed in me early in my career and gave me the space to build something much bigger and more impactful than a shoe,” Curry stated at the time. “I’ll always be grateful for that.”https://bleacherreport.com/articles/25432833-warriors-steph-curry-announces-shoe-contract-li-ning-video-after-2025-under-armour-exit
The move to Li-Ning, however, underscores Curry’s global aspirations. Founded in 1990 by Olympic gymnast Li Ning, the brand has previously partnered with NBA stars like Dwyane Wade and Jimmy Butler. Curry’s partnership is expected to amplify Li-Ning’s presence in the U.S. market, where it has historically been less prominent than Nike or Adidas. “The future of Curry Brand will be powered by a company truly rooted in sports and innovation,” Curry said in a social media post. “A partner dedicated to creating quality products with sneakers that I believe in that will continue to deliver at the highest level.”https://www.nytimes.com/athletic/7325329/2026/06/01/stephen-curry-shoe-deal-li-ning/
The Legacy of Curry Brand
Curry’s brand, launched in 2014, has been a cornerstone of his post-NBA career. The deal with Li-Ning allows him to retain control over Curry Brand, a rare arrangement in the sports apparel industry. This autonomy aligns with his broader vision, which includes expanding into college sports through the NIL (Name, Image, Likeness) era. “I knew that Li-Ning could be the right partner that can deliver on the innovation and design that I want Curry Brand to stand for,” Curry said, emphasizing the brand’s focus on “stories, platforms, and products that will inspire the next generation around the globe.”https://www.cnbc.com/2026/06/02/stephen-curry-nba-deal-li-ning-china.html
The financial implications of the deal remain undisclosed, but the partnership’s scale suggests significant value. Li-Ning, which operates over 7,600 stores globally, is positioning itself as a major player in the NBA’s expanding international market. Curry’s decision to bypass traditional Western brands like Nike also highlights his strategic focus on Asia, where NBA players have long enjoyed massive popularity. “NBA players — from Kobe Bryant to LeBron to Stephon Marbury — have long enjoyed massive popularity in Asian markets, fueling sales and global cachet,” noted The New York Times, which added that Curry’s move could rival the reach of global icons like LeBron James.https://www.nytimes.com/athletic/7325329/2026/06/01/stephen-curry-shoe-deal-li-ning/
A New Era for Li-Ning
Li-Ning’s partnership with Curry represents a bold gamble to elevate its profile in the U.S. The brand has previously struggled to compete with Nike and Adidas, but Curry’s star power could change that dynamic. The deal also includes plans for Curry Brand stores in both the U.S. and China, signaling a dual focus on domestic and international markets. “The future of Curry Brand is with Li-Ning,” Curry affirmed, adding that the brand’s commitment to innovation would “deliver at the highest level.”https://www.cnbc.com/2026/06/02/stephen-curry-nba-deal-li-ning-china.html
The transition from Under Armour has been smooth, though not without challenges. During the 2025-26 season, Curry wore shoes from nearly a dozen brands, including Nike, Adidas, and Puma, before auctioning many for $1.7 million to his Eat. Learn. Play. Foundation. This period of “sneaker free agency” allowed him to explore options while maintaining his brand’s independence. “What Curry Brand stands for, what I stand for and my commitment to that mission will never change. It’s only growing stronger,” he said in a statement.https://bleacherreport.com/articles/25432833-warriors-steph-curry-announces-shoe-contract-li-ning-video-after-2025-under-armour-exit
The Implications for the NBA
Curry’s deal with Li-Ning also raises questions about the future of NBA endorsements. With global markets increasingly vital to league revenue, players are seeking partnerships that offer international reach. Li-Ning’s existing ties to Chinese sports teams and events, including the Chinese Badminton Association, could further expand Curry’s influence. “The seismic change in the landscape since Curry launched Curry Brand is the NIL era of college sports,” The New York Times observed, noting that Li-Ning and Curry have a “wide-open market to sign top U.S. college and high school sports stars.”https://www.nytimes.com/athletic/7325329/2026/06/01/stephen-curry-shoe-deal-li-ning/
As the 2026-27 season approaches, the Golden State Warriors face pressure to retain Curry, who has been linked to potential trade discussions. A recent report suggested the team risks losing him if they fail to make the playoffs.
