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Curry Signs Massive Li-Ning Deal, Eyes Global Expansion For Curry Brand
Photo credit: Stephen Curry
NBA superstar Stephen Curry has announced a landmark long-term partnership with Chinese sportswear giant Li-Ning, a move he says will shape the future of Curry Brand and take it to a global stage.
Calling it “the partnership of a lifetime,” Curry said the deal goes far beyond a traditional shoe endorsement. Instead, it is designed to transform Curry Brand into a worldwide sports and lifestyle company, with ambitions that extend beyond basketball and into golf and other markets.
According to reports from ESPN's Shams Charania, Curry's new 10-year agreement with Li-Ning is valued at more than $400 million. Industry sources said the four-time NBA champion received comparable offers from other brands, including at least one deal that was reportedly worth even more financially. Despite that, Curry chose Li-Ning as the company best positioned to help realize his long-term vision for the brand.
Curry praised Li-Ning founder Li Ning, describing him as a respected athlete-turned-businessman whose journey mirrors the aspirations he has for Curry Brand.
The Golden State Warriors star said he was impressed by Li-Ning’s product quality, comfort, and performance during his sneaker free agency period, particularly after wearing signature shoes from fellow NBA stars Dwyane Wade and Jimmy Butler, both of whom are Li-Ning endorsers.
Under the partnership, Curry Brand plans to launch innovative products, expand storytelling initiatives, and create new opportunities for young athletes around the world. Curry also revealed plans to open Curry Brand stores in both China and the United States as part of the company’s global growth strategy.
Li-Ning currently holds a strong presence in Asia, with more than 7,600 stores across the region and a leading share of China's basketball footwear market.
For Curry, the partnership is about more than business. He said the goal is to inspire the next generation of athletes and provide access to opportunities through sports, while continuing Curry Brand's mission of “Changing the Game for Good.”
The deal also places Curry alongside Wade and Butler as one of Li-Ning's most prominent basketball ambassadors, further strengthening the company's roster of NBA stars as it expands its reach in the global sports market.
Calling it “the partnership of a lifetime,” Curry said the deal goes far beyond a traditional shoe endorsement. Instead, it is designed to transform Curry Brand into a worldwide sports and lifestyle company, with ambitions that extend beyond basketball and into golf and other markets.
According to reports from ESPN's Shams Charania, Curry's new 10-year agreement with Li-Ning is valued at more than $400 million. Industry sources said the four-time NBA champion received comparable offers from other brands, including at least one deal that was reportedly worth even more financially. Despite that, Curry chose Li-Ning as the company best positioned to help realize his long-term vision for the brand.
Curry praised Li-Ning founder Li Ning, describing him as a respected athlete-turned-businessman whose journey mirrors the aspirations he has for Curry Brand.
The Golden State Warriors star said he was impressed by Li-Ning’s product quality, comfort, and performance during his sneaker free agency period, particularly after wearing signature shoes from fellow NBA stars Dwyane Wade and Jimmy Butler, both of whom are Li-Ning endorsers.
Under the partnership, Curry Brand plans to launch innovative products, expand storytelling initiatives, and create new opportunities for young athletes around the world. Curry also revealed plans to open Curry Brand stores in both China and the United States as part of the company’s global growth strategy.
Li-Ning currently holds a strong presence in Asia, with more than 7,600 stores across the region and a leading share of China's basketball footwear market.
For Curry, the partnership is about more than business. He said the goal is to inspire the next generation of athletes and provide access to opportunities through sports, while continuing Curry Brand's mission of “Changing the Game for Good.”
The deal also places Curry alongside Wade and Butler as one of Li-Ning's most prominent basketball ambassadors, further strengthening the company's roster of NBA stars as it expands its reach in the global sports market.
Jun 3, 2026
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