Stephen Curry has a new shoe home. The Warriors superstar signed a 10-year endorsement deal with Chinese company Li-Ning after parting ways with Under Armour late last year.
This is a major moment for both Curry and the global sneaker industry. He had been a free agent since November, when his 12-year run with Under Armour officially ended. That partnership produced the Curry Brand and the Curry signature line, ending with the Curry 13 in February 2026.
Going to Li-Ning is interesting. Curry could have signed with Nike or Adidas. He could have struck a smaller deal with Puma or New Balance. He picked Li-Ning. And the package he got includes basketball footwear, athleisure, a full golf line, and the ability to sign other athletes under his brand.
That last part is the real story. Curry is not just signing a sneaker deal. He is essentially becoming a brand operator. Li-Ning is letting him build his own ecosystem inside their company. He can sign younger athletes who want to be part of Curry Brand. He can develop product categories beyond basketball. He gets equity in his future.
Under Armour, by comparison, never gave him that level of control. Reports throughout 2024 and 2025 indicated friction over how the Curry Brand was being managed inside Under Armour. Sales were down. Marketing was thin. Curry’s own representatives reportedly pushed for more independence. Under Armour resisted. The split was inevitable.
Li-Ning has been quietly building global ambitions for years. They have signed Jimmy Butler in the past, and they want a bigger foothold in the American basketball market. Curry is the perfect ambassador. He is universally respected, sells globally and has a brand that translates across age groups.
The financial details have not been disclosed. Industry estimates suggest the deal could be worth north of $1 billion when you include base, royalties, equity and the brand opportunity. Curry’s previous Under Armour deal was valued around $20 million per year. This one is in a different stratosphere.
The big question for fans: when do the new Currys hit shelves? Li-Ning’s apparel and footwear have a strong cult following but limited retail presence in the U.S. Curry’s deal almost certainly comes with a commitment to expand U.S. distribution. Expect dedicated Curry storefronts and partnerships with retailers like Foot Locker and Dick’s Sporting Goods within the year.
Curry just turned a sneaker problem into a global business empire. That is the kind of move you make when you are the most marketable player of your generation.
A longtime sports reporter, Carlos Garcia has written about some of the biggest and most notable athletic events of the last 5 years. He has been credentialed to cover MLS, NBA and MLB games all over the United States. His work has been published on Fox Sports, Bleacher Report, AOL and the Washington Post.
