After 13 years of collaboration with Under Armour, Stephen Curry decided to become a free agent in the basketball shoe market at the start of the season. In a post on his social media accounts on Monday, the Golden State Warriors point guard announced that he was joining the Chinese brand Li-Ning. Li-Ning is notably famous for having signed Dwyane Wade and is currently represented by Jimmy Butler, who became Curry's teammate in Golden State this season.
"The future of Curry Brand will be based on a company deeply rooted in sport and innovation. A partner who is committed to creating quality products, including sneakers that I believe in, and who will continue to deliver the best. The future of Curry Brand is with Li-Ning," Curry declared in his social media post.
According to ESPN, Stephen Curry has signed a 10-year contract with Li-Ning. The Chinese brand reportedly aims to open "Curry Brand" stores in China and the United States. This signing marks the end of the suspense surrounding the new brand for the four-time NBA champion. During the season, Curry tried out several shoe brands—Nike, Puma, Adidas, New Balance, Li-Ning—and was even seen wearing shoes from the French brand Decathlon.
To understand the magnitude of this move, one must look back at Curry's unique journey in the sneaker world. When he entered the NBA in 2009, Curry was relatively unheralded compared to other rookies. He signed with Nike early on, but the company failed to offer him a signature shoe line. In 2013, he moved to Under Armour, a brand that was then a minor player in basketball footwear. Together, they built the Curry Brand into a billion-dollar enterprise, leveraging his revolutionary three-point shooting and back-to-back MVP awards. The partnership produced multiple signature models, including the Curry 1 through the Curry 10, and expanded into apparel and accessories.
However, tensions began to surface in recent years. Under Armour's overall sales stagnated, and the company shifted its focus away from basketball. Curry reportedly felt that his brand was not receiving the investment and marketing support it deserved. By the end of the 2025 season, negotiations for an extension broke down, and Curry opted to test the market. This decision sent shockwaves through the industry, as few players of his stature have ever become sneaker free agents.
During the 2025-2026 NBA season, Curry wore a rotating selection of sneakers from various brands, fueling speculation about his future. He was seen in Nike's LeBron and KD lines, Puma's Clyde All-Pro, Adidas' Harden Vol. 8, New Balance's Two Wxy v4, and even the budget-friendly Decathlon Tarmak line. Each appearance was scrutinized by analysts and fans alike. The move was seen as a clever strategy to audition potential partners and gauge public reaction.
Li-Ning emerged as the frontrunner early on, thanks to its established relationship with Curry's teammate Jimmy Butler. Butler had joined the Warriors in a trade earlier in the season, and his presence helped build a bridge between Curry and the Chinese giant. Li-Ning's track record with Dwyane Wade also played a crucial role. Wade's signature line, the Way of Wade, is one of the most successful Chinese-branded sneaker lines in history, and Li-Ning has been aggressively expanding its presence in the American market.
The 10-year contract is a statement of intent from Li-Ning. It not only secures one of the most recognizable athletes in the world but also signals the brand's ambition to compete head-to-head with Nike and Adidas. Openings of Curry Brand stores in China and the United States will give the line a physical retail presence, something that Under Armour had limited. The deal also includes provisions for product development, with Curry having creative input on future designs.
For Curry, the partnership offers a fresh start and the opportunity to build his legacy beyond basketball. He has often spoken about his desire to create a lasting impact in the sneaker industry, and Li-Ning's deep pockets and manufacturing capabilities provide the resources to do so. The Chinese market is the largest for sportswear, and Curry's popularity there is immense—his jersey sales have consistently ranked among the top five in China. By aligning with a local powerhouse, he can tap into that fanbase more effectively.
The move also has implications for the broader NBA landscape. Many players have increasingly looked to Chinese brands for lucrative endorsement deals. Klay Thompson signed with Anta, Dwyane Wade with Li-Ning, and Donovan Mitchell with Adidas, but no deal has been as massive as Curry's. It could set a new precedent for how star players negotiate their shoe contracts, potentially driving up offers from traditional Western brands.
However, there are risks. Chinese brands have faced scrutiny over quality control and design controversies in the past. Li-Ning has improved its reputation under the leadership of founder Li Ning, a former Olympic gymnast, but skeptics question whether it can sustain the premium positioning that Curry's brand demands. Additionally, geopolitical tensions between China and the United States could affect sales and perception. Curry's decision to align with a Chinese company may be viewed differently by American consumers who prefer domestic brands.
Despite these challenges, the partnership appears to be built on mutual trust and shared vision. Curry's announcement emphasized innovation and quality, suggesting that he has confidence in Li-Ning's ability to deliver. The 10-year length of the contract also indicates a long-term commitment, rare in the fast-paced world of athlete endorsements. As the Warriors continue their playoff push with Butler and Curry at the helm, the sneaker world will be watching closely to see how the new Curry Brand line performs.
In the meantime, basketball fans and sneaker enthusiasts alike can look forward to the first Curry-Li-Ning release, expected to drop in the fall of 2026. The design is rumored to incorporate elements from Curry's childhood—his love for the ocean and his hometown of Charlotte, North Carolina. Li-Ning has already begun teasing the silhouette on its social media channels, generating buzz. Whether this partnership will reach the heights of the Air Jordan or the LeBron line remains to be seen, but one thing is certain: Stephen Curry has once again defied expectations and charted his own course.
Source:L'Équipe News