Seven months after parting ways with Under Armour, the Golden State Warriors superstar has found his next partner.
SAN FRANCISCO — Stephen Curry officially ended his sneaker free agency Monday.
The Golden State Warriors star revealed he signed a landmark 10-year endorsement deal with Chinese sportswear company Li-Ning, ending a seven-month recruitment process that drew interest from both American and foreign brands.
The agreement will include basketball products, athleisure lifestyle wear, a full golf line and the ability for Curry to sign both male and female athletes under his Curry Brand.
Curry announced the partnership in a personal letter, saying he “couldn’t be more proud to build a long-term vision with Li-Ning that will fuel Curry Brand for years to come and unlock the full potential of this company on a global scale.”
The four-time NBA champion had been a sneaker free agent since his surprising split with Under Armour last November, ending a 12-year partnership that had made him one of the brand’s most prominent faces. Curry and Under Armour launched Curry Brand in 2020, and Curry eventually took over as president before the brand was separated from the company.
One factor in Curry’s decision was his comfort while testing the shoes of two existing Li-Ning signature athletes: Jimmy Butler, his fellow Golden State Warriors teammate, and NBA legend Dwyane Wade. In his announcement letter, Curry credited wearing both Wade’s and Butler’s signature sneakers during his free agency period as influential in his decision.
During his months as a free agent, Curry wore sneakers from a wide range of brands and auctioned off the collection, raising $1.7 million for charity.
What is Li-Ning?
Li-Ning, founded by Chinese Olympic gymnast Li Ning in 1990, has steadily expanded its basketball profile in the United States, building its roster around former NBA stars and current players.
Curry, a two-time MVP and one of the most decorated players of his generation, is the brand’s most significant signing to date in the American market.
Curry and Li-Ning are expected to unveil product in the coming months ahead of the start of the NBA season in October. Whether a new signature shoe will arrive before next season tips off remains to be seen.