Stephen Curry, the legendary Golden State Warriors point guard, has signed a monumental shoe and apparel deal with Chinese sportswear company Li-Ning. This partnership comes just months after Curry ended his long-standing relationship with Under Armour.
A New Chapter for Curry Brand
Curry Brand officially announced the collaboration on Monday, June 2, 2026, aiming to further expand Curry's global influence across basketball, golf, and lifestyle markets. The four-time NBA champion emphasized the significance of the deal, stating, "This is bigger than a shoe deal, bigger than a signature series. This is a partnership of a lifetime."
Transition from Under Armour
Curry parted ways with Under Armour last November after more than a decade with the brand. During what was described as a sneaker free-agency process earlier this year, Curry was seen wearing Li-Ning shoes designed for both Dwyane Wade and his teammate Jimmy Butler, signaling his interest in the Chinese brand.
Li-Ning's Market Dominance
Li-Ning, founded by Olympic gold medal-winning gymnast Li Ning, is a sneaker giant in China. Established in 1990, the company has become one of the most recognizable homegrown sportswear brands. Notably, over 98 percent of Li-Ning's $4.3 billion revenue last year came from the domestic market, highlighting its strong foothold in China.
This partnership is expected to significantly boost Curry's brand presence in Asia and beyond, as Li-Ning continues to expand its global footprint.
