SAN FRANCISCO — Stephen Curry signed a 10-year shoe endorsement contract with Chinese sportswear company Li-Ning on June 1, 2026. The agreement marks a shift for the Golden State Warriors guard, who ended his 12-year partnership with Under Armour in November 2025.
The deal encompasses basketball footwear, athleisure apparel, a full golf line, and grants Curry the authority to sign other athletes under his own brand in the future. According to officials, Curry and Li-Ning will collaborate on brand creation, product development, and sports culture initiatives with a shared commitment to inspiring the next generation of athletes globally. Curry called the agreement “the partnership of a lifetime.”
Curry confirmed the partnership on Instagram after a months-long evaluation period during which he wore shoes from multiple brands. Throughout the 2025–26 NBA season, he appeared in footwear from Kobe Bryant’s signature Nike line, Anthony Edwards’ Adidas AE series, and Li-Ning models previously used by Jimmy Butler and Dwyane Wade.
Curry’s split from Under Armour included the separation of the Curry Brand, which he launched with the company in 2020 and later led as president. His final season with Under Armour concluded after he received Under Armour stock in a 2023 long-term deal. Before joining Under Armour in 2013, Curry had been signed with Nike.
Curry completed his 17th NBA season in 2025–26, averaging 26.6 points and 4.7 assists per game while playing in 43 games as he managed a right knee injury. Li-Ning, founded in 1990 by former Olympic gymnast Li Ning, has previously signed NBA players including Damon Jones, Jimmy Butler, Dwyane Wade, Fred VanVleet, D’Angelo Russell, CJ McCollum, and Egor Demin.
No independent assessment of Stephen Curry’s claims was available.