Golden State Warriors’ Stephen Curry has signed an endorsement deal with Chinese sportswear giant Li-Ning. Under Armor ended its 13-year relationship with the two-time MVP and four-time NBA champion last November as part of a cost-saving move.
The 10-year deal with Li-Ning promises to help expand the athlete’s Curry Brand globally. The agreement will include basketball products, athleisure lifestyle wear, the ability for Curry to sign male and female athletes under his brand, and a full golf line. Li-Ning also plans to build Curry Brand stores in the U.S. and in China.
The deal’s value was not immediately disclosed.
“This is the partnership of a lifetime,” Curry, 38, said in a video announcement on Instagram, adding, “the future of Curry Brand is with Li-Ning.”
Signing Curry marks a major step in Li-Ning’s push to become an international brand, alongside other Chinese sportswear labels like Anta. Curry joins a growing list of NBA pros who have signed with Chinese brands, including NBA Hall of Famer Dwyane Wade and Warriors teammate Jimmy Butler with Li-Ning, and Klay Thompson and Kyrie Irving, who are partnered with Anta.
In a statement, Li Ning said the Chinese brand has a “natural connection” to Curry, given that it was founded by Li Ning, an Olympic gymnastics champion, and has been “shaped by an athlete’s understanding of sport, performance and long-term dedication.”
The company said, “Curry has redefined modern basketball through transformation and innovation, which has inspired a new generation of athletes. The partnership is grounded in Mr. Li Ning and Curry’s shared belief in the power of sport and driven by a strong alignment between Li-Ning’s and Curry Brand’s vision and values.”
Curry said in a statement, “When I think about the future of Curry Brand, I think about building something that lasts, something that continues to push the game forward and creates real impact for athletes around the world. That’s what makes this partnership with LI-Ning so exciting. 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. I felt that in the conversations we’ve had and in the product I’ve tested. The quality, performance and innovation are real, and it instills confidence in what we can create together across basketball, golf and lifestyle. For Curry Brand, this is about growing the right way, with a partner that understands the standard we’re trying to set and the good we want to do.”
The statement said Li Ning’s technological innovation and product performance capabilities were also “key factors” behind the partnership. Curry wore the Li-Ning shoes of both Wade and Butler earlier this year during what was considered a sneaker free-agency process.
“Sport has the power to ignite passion and inspire each generation to push beyond its limits,” said Li Ning, founder and chairman of Li Ning Company. “Li-Ning and Curry share a deep understanding of sport and a common commitment to performance, innovation and the next generation of athletes. We look forward to building on this partnership to keep pushing boundaries and create new possibilities for global sport.”
Under Armour and Curry mutually agreed to end their relationship. Under Armour indicated it was shifting focus to what CEO Kevin Plank called its “core UA brand.” Curry expressed gratitude for Under Armour at the time, although industry sources said he was frustrated that Under Armour’s underinvestment and missteps were decreasing his brand’s valuation.
Under Armour’s basketball business, led by the Curry brand, was expected to bring in between $100 million and $120 million in revenue during the current fiscal year ended March 31, 2026. The separation was not expected to have a “significant effect” on Under Armour’s financial results or profitability, according to Under Armour.
The deal is Curry’s first collaboration with a Chinese brand. He partnered with Nike at the start of his career before moving to Under Armour.
Image courtesy Li Ning
