Stephen Curry has found a new home for his signature line. The Golden State Warriors superstar announced on June 1 a 10-year partnership between his Curry Brand and Chinese sportswear giant Li-Ning, a deal he described as "the partnership of a lifetime."
The agreement ends months of speculation about where Curry's footwear empire would land after he and Under Armour mutually agreed in November 2025 to dissolve their 13-year relationship. That split freed Curry Brand to separate from the American company and seek a new global retail partner -- and Curry left little doubt about his enthusiasm for the company he chose.
"I couldn't be more proud to build a long-term vision with Li-Ning that will fuel Curry Brand for years to come and unlock the full potential of this company on a global scale," Curry said in his announcement.
The partnership is wide-ranging. According to details of the agreement, it will cover basketball products, athleisure and lifestyle wear, and a full golf line, while also giving Curry the ability to sign both male and female athletes under the Curry Brand umbrella. For a four-time champion who has steadily expanded his off-court business interests, the structure offers room to grow the brand well beyond his own playing days.
Curry's comfort with the product appears to have been a decisive factor. He credited his experience testing the shoes of two existing Li-Ning signature athletes -- Jimmy Butler and Dwyane Wade -- as influential in his decision, a nod to the company's growing presence among elite NBA talent.
The move also reflects the scale Curry's business has reached. Curry Brand has become one of the most valuable athlete-owned labels in basketball, and the new deal positions it to expand aggressively into the Chinese market, where Li-Ning is a dominant force and where Curry remains one of the most popular athletes in the world.
For Li-Ning, landing one of the most marketable players of his generation represents a significant statement of intent in its long-running competition with Nike and Adidas for global basketball relevance. For Curry, it marks the start of a new chapter -- one in which he is not just the face of a signature shoe, but the architect of a brand he intends to outlast his playing career.
