Stephen Curry has signed a new long-term footwear and apparel partnership with Chinese sportswear giant Li-Ning Co., one of the biggest endorsement moves in basketball since he parted ways with Under Armor late last year.
Curry Brand announced the deal on Monday, confirming that the two sides will collaborate in basketball, golf and lifestyle apparel, while also focusing on product development and global sports and culture initiatives.
The company describes the partnership as a “shared commitment to inspire the next generation of athletes around the world.”
For Curry, this agreement means more than just another endorsement deal.
“This is the partnership of a lifetime,” Curry said after the announcement.
This follows months of speculation about Curry’s sneaker future.
The four-time NBA champion parted ways with Under Armor in November after more than a decade with the brand and helping the Curry brand become one of the most recognizable and iconic brands in basketball.
After the split, Curry spent much of the season rotating through different sneakers while testing the market in what many fans viewed as a sneaker free agency journey.
At one point, Curry had a large crate full of shoes near his locker at Chase Center, and Curry wore shoes on his bike nearly every night. Among the most notable selections are Li-Ning signature shoes tied to former NBA Finals MVP Dwyane Wade and Warriors teammate Jimmy Butler.
This ultimately led to growing speculation that Li Ning could be the frontrunner for Curry’s next long-term contract.
The agreement also marks another major move by Li-Ning to enhance its influence in global basketball. The company has partnered with several high-profile NBA players over the years, but the addition of Curry gives the brand one of the most influential shooters and most marketable athletes in basketball history.
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