Stephen Curry Seals 10-Year Li Ning Shoe Deal

Stephen Curry has signed a 10-year shoe deal with li ning, ending his run as a sneaker free agent after splitting with Under Armour in November. The move keeps Curry Brand at the center of his business, but shifts its platform to a new Chinese partner with a wider commercial reach.

Stephen Curry and Li-Ning

The agreement covers more than footwear. It extends Curry Brand globally and adds basketball products, athleisure, the ability for Curry to sign athletes under the brand, and a full golf line.

Curry announced the deal on social media. He had cut ties with Under Armour after a 13-year partnership, then wore a wide variety of sneakers during the 2025-26 season before many of those pairs went up for auction in April to benefit his Eat. Learn. Play. Foundation.

Li-Ning's NBA Footprint

Li-Ning already has an NBA presence. Jimmy Butler, CJ McCollum and D'Angelo Russell are signed with the company, and Dwyane Wade is also sponsored by it.

That gives Curry a brand joining a group that already includes active scoring options across the league, while the company also works with the Chinese Badminton Association and China Badminton Super League. It sponsors a number of marathons, the Chinese table-tennis team and a 3v3 badminton tournament as well.

For Curry, the immediate change is business, not basketball. He now moves forward with a new footwear partner while keeping Curry Brand alive and expanding it into more categories than shoes, a shift that makes the next phase of his endorsement portfolio broader than the one he left behind in November.