NBA superstar Stephen Curry has secured a new long-term shoe and apparel partnership with Chinese sportswear giant Li-Ning, marking a major new chapter in the business career of one of basketball’s most influential global figures.
The announcement was made on Monday through Curry Brand, which said the partnership is designed to expand the four-time NBA champion’s global presence across basketball, golf and lifestyle markets while helping to inspire future generations of athletes.
Under the agreement, Curry and Li-Ning will collaborate on brand development, product innovation and sports culture initiatives aimed at strengthening their reach in international markets. The partnership is also expected to play a significant role in expanding Curry’s influence beyond the basketball court and into broader lifestyle and performance sectors.
Describing the deal as a milestone in his career, Curry expressed excitement about the opportunities ahead.
“This is the partnership of a lifetime,” the Golden State Warriors star said following the announcement.
The agreement brings an end to months of speculation surrounding Curry’s footwear future after his departure from Under Armour in November 2025. The two-time NBA Most Valuable Player had spent more than a decade with the American sportswear company and was widely credited with helping transform its basketball division into a global force.
Following his split from Under Armour, Curry became one of the most closely watched figures in the sneaker industry. Throughout the remainder of the NBA season, the 38-year-old guard regularly appeared in different shoe models as he evaluated potential partnerships.
His footwear choices quickly became a talking point among fans and industry observers, with Curry often arriving at games with a large collection of sneakers stored in a crate near his locker at the Chase Center.
Among the shoes that attracted particular attention were signature models from former NBA champion Dwyane Wade and Golden State teammate Jimmy Butler, both of whom have existing relationships with Li-Ning. Curry wore their sneakers on several occasions during what many analysts described as an informal sneaker free-agency period.
The move represents a significant victory for Li-Ning as the company continues to expand its presence in the global sportswear market. By securing one of basketball’s most recognizable athletes, the brand gains a powerful ambassador whose influence extends well beyond the NBA.
Curry remains one of the sport’s most marketable figures, with a worldwide fan base built on his revolutionary shooting ability, championship success and growing business portfolio. His new partnership is expected to include signature footwear, apparel collections and collaborative projects designed to engage athletes and consumers across multiple continents.
The announcement also reflects the increasing globalization of the sportswear industry, where leading athletes are forging partnerships that transcend traditional endorsement deals and focus on long-term brand-building opportunities.
For Curry, the agreement opens another significant chapter in a career that has already transformed the game of basketball and reshaped the sneaker business. For Li-Ning, it represents one of the most high-profile athlete signings in the company’s history and a major statement of intent in the increasingly competitive global sportswear marketplace.
As the partnership begins, basketball fans and sneaker enthusiasts alike will be watching closely to see what products emerge from a collaboration that both sides believe can redefine their global reach and cultural impact.
AP
