Stephen Curry Officially Joins Li-Ning with 10-Year Contract

Golden State Warriors star Stephen Curry has officially entered a new chapter in his business career. Following the conclusion of his iconic 13-year partnership with Under Armour in November 2025, the NBA sharpshooter has chosen the Chinese sportswear brand, Li-Ning.

Reports from ESPN indicate that Curry has signed a long-term, 10-year contract. This strategic agreement is designed to bring the Curry Brand under the Li-Ning umbrella to expand its global market reach, particularly across Asia and the United States.

This partnership extends beyond a standard footwear sponsorship. Through this collaboration, the Curry Brand will transform into a larger entity by developing various product lines. Development focuses include professional basketball equipment, athletic lifestyle apparel, and a specialised line of golf gear.

In addition to physical products, the cooperation includes athlete recruitment programmes for both men and women under the Curry Brand, reflecting Curry’s ambition to build a lasting legacy beyond the basketball court.

Prior to officially joining Li-Ning, Curry had been without a primary sponsor since November 2025. During this transition period, he was a target for various major American and international sportswear corporations. Curry was even seen wearing various different footwear brands on the court, including the Nike Kobe 6.

However, comfort proved to be the deciding factor. Curry was reportedly highly impressed after testing footwear worn by two other prominent Li-Ning athletes, namely his teammate Jimmy Butler and NBA legend Dwyane Wade.

This personal experience, combined with Li-Ning’s commitment to opening dedicated Curry Brand stores in both the United States and China, finalised the player’s decision to sign the contract. While the specific financial details of this massive deal remain undisclosed by both parties, the move is set to reshape the competitive landscape of the global sportswear industry.