Steph Curry Signs 10-Year Deal With Chinese Sportswear Brand Li-Ning

BusinessSportsMoneySteph Curry Signs 10-Year Deal With Chinese Sportswear Brand Li-NingByAdam Zagoria,Contributor.Forbes contributors publish independent expert analyses and insights. I'm a basketball and tennis insiderFollow AuthorJun 01, 2026, 10:52pm EDT--:-- / --:--This voice experience is generated by AI. Learn more.This voice experience is generated by AI. Learn more.HOUSTON, TEXAS - MAY 04: Stephen Curry #30 of the Golden State Warriors reacts against the Houston Rockets after making a shot during the fourth quarter in Game Seven of the Western Conference First Round NBA Playoffs at Toyota Center on May 04, 2025 in Houston, Texas. NOTE TO USER: User expressly acknowledges and agrees that, by downloading and or using this photograph, User is consenting to the terms and conditions of the Getty Images License Agreement. (Photo by Tim Warner/Getty Images)Getty ImagesSteph Curry is on the move.After spending 12 years repping Under Armor, the four-time NBA champion and Golden State Warriors star has signed a 10-year deal with Chinese sportswear brand Li-Ning.“This the partnership of a lifetime,” Curry said in a video announcement entitled The Future of Curry Brand, adding “the future of Curry Brand is with Li-Ning.” The partnership is built around long-term brand co-creation, multi-category performance product development, sports culture initiatives and a shared commitment to inspiring the next generation of athletes around the world.The partnership brings together two athlete-founded visions: Curry’s ambition to build Curry Brand into a global sports company, and Li Ning’s legacy as an Olympic gold medalist, entrepreneur and founder of one of the world’s leading sports brands.Curry also spoke directly to his sneaker free agency process, noting that after playing in Dwyane Wade and Jimmy Butler’s Li-Ning sneakers earlier this year, he saw firsthand how the brand could deliver on the innovation, design and performance he wants Curry Brand to stand for. if (!win...