Stephen Curry Signs Major 10-Year Shoe Deal with Chinese Brand Li-Ning After Under Armour Split

Stephen Curry has officially secured his next big business move, signing a 10-year endorsement deal with Chinese sportswear company Li-Ning, ESPN insider Shams Charania reported on Monday. Curry confirmed the partnership himself on Instagram, marking a new chapter in his off-court brand after parting ways with Under Armour last year.

The new deal is expected to cover basketball products, athleisure, a full golf line, and will grant Curry the ability to sign other athletes under his brand in the future. While the financial terms were not disclosed, industry experts anticipate it to be a major multi-year contract.

Curry had been a sneaker free agent since November 2025, when his 12-year partnership with Under Armour ended. The split came after Curry had risen to become the face of the brand, launching the Curry Brand in 2020 and eventually serving as its president. Under Armour also granted him significant stock as part of a 2023 long-term deal before the separation. Curry is now joining a small group of NBA players with lifetime-style or long-term shoe deals alongside LeBron James, Kevin Durant, and Damian Lillard.

The 12-time All-Star, who just completed his 17th NBA season, averaged 26.6 points and 4.7 assists over 43 games while battling a right knee injury. The Warriors finished 37-45 and missed the playoffs for the second time in three years. Curry recently signed a one-year, $62.5 million extension with Golden State, keeping him in the league through age 39.

Founded in 1990 by Olympic gymnast Li Ning, the Li-Ning brand has previously partnered with NBA stars including Jimmy Butler, Dwyane Wade, Fred VanVleet, D’Angelo Russell, and CJ McCollum. Curry’s move represents a major global investment in his personal brand and could position him as one of the most influential figures in international basketball marketing.