Li-Ning signed Stephen Curry to a 10-year endorsement deal. The Chinese sportswear brand ended the four-time NBA champion's sneaker free agency with this agreement.
Curry departed from his previous partner, Under Armour, in November 2025. The previous partnership lasted over a decade. Curry launched his own Curry Brand in 2020.
The Li-Ning partnership will globally expand the brand into basketball apparel and golf lines. Curry now holds the authority to sign other professional athletes to his personal label.
He cited positive performance tests of Li-Ning shoes worn by Dwyane Wade and Jimmy Butler as a key factor. The deal includes plans to open dedicated Curry Brand stores in the U.S. and China. This retail strategy aims to significantly increase the brand's global footprint.