Four-time NBA champion and Golden State Warriors superstar Stephen Curry has officially ended his sneaker free agency, signing a monumental 10-year brand “co-creation” partnership with Chinese sportswear giant Li-Ning.

The blockbuster announcement on Monday (June 1) puts an end to months of global speculation following the 38-year-old’s high-profile departure from American brand Under Armour last November.

Calling the move “bigger than a shoe deal,” Curry described the long-term agreement as “the partnership of a lifetime.”

“This is bigger than a show deal, bigger than a signature series,” Curry said in a video, saying Li-Ning will deliver “sneakers that I believe in that will continue to deliver at the highest level”.

Inspired by an Athlete Founder

A key factor in Curry’s decision to pivot to the Chinese brand was the unique sporting heritage of its founder, Li Ning.

Founded in 1990, the company was built by the world-renowned former gymnast who famously clinched three gold medals for China at the 1984 Los Angeles Olympics.

“Mr. Li Ning built this company from the perspective of an athlete, with the same belief that sport can change lives and inspire the next generation,” Curry shared in an announcement video. “The future of Curry brand will be powered by a company truly rooted in sports and innovation.”

Global Expansion and Creative Autonomy

The multi-year endorsement deal grants Curry significant creative autonomy—a major element in his decision-making process—allowing him to drive the global expansion of his personal “Curry Brand.”

The partnership will focus on:

• Multi-Category Products: Developing high-performance basketball footwear, a dedicated golf line, and premium leisure clothing.
• Roster Expansion: Granting Curry the rare ability to directly sign other athletes to his namesake brand.
• Retail Footprint: Launching standalone Curry Brand stores across both the United States and China.

Li-Ning Enters the Absolute Elite Tier

By securing arguably the most globally influential basketball icon of his generation, Li-Ning has firmly cracked the highest echelon of global basketball branding.

Industry experts anticipate that leveraging Curry’s massive global reach—including over 150 million social media followers—will heavily accelerate the company’s international market expansion.

Curry now joins an elite stable of active and retired NBA stars aligned with Li-Ning, including Warriors teammate Jimmy Butler, CJ McCollum, D’Angelo Russell, and Miami Heat legend Dwyane Wade, who pioneered the brand’s successful “Way of Wade” flagship series.