Curry chooses Li-Ning after leaving Under Armour

Golden State Warriors superstar Stephen Curry has announced his decision to enter into a long-term partnership with the Chinese sportswear brand Li-Ning, following his departure from Under Armour in November 2025 after a 13-year partnership.

According to ESPN, Curry has signed a 10-year contract to bring the Curry Brand under the Li-Ning umbrella to expand its global reach. This agreement represents a significant step for Curry in scaling his personal brand, Curry Brand, into the global market through this collaboration. However, the specific details and the financial value of the sponsorship have not yet been disclosed by either party.

Through this partnership, Curry and the manufacturer will develop a wide range of products, including basketball equipment, athletic lifestyle apparel, a golf equipment line, and athlete recruitment programmes for both men and women under the Curry Brand.

ESPN noted that Curry chose Li-Ning after considering several offers from sports companies based in the United States and other nations. One of the key factors influencing his decision was the comfort experienced while testing footwear worn by two of Li-Ning’s star athletes: his Warriors teammate Jimmy Butler and NBA legend Dwyane Wade.

As part of the brand’s expansion strategy, Li-Ning also plans to open dedicated Curry Brand stores in both the United States and China. Following his period without a footwear sponsor since November, Curry had been a target for several major sports corporations. He had been seen wearing various different brands, including Nike Kobe 6, before ultimately selecting Li-Ning.