Stephen Curry Signs Historic $400 Million Deal With Li-Ning

Stephen Curry has officially ended months of sneaker free agency speculation, signing a massive 10-year, $400 million endorsement agreement with Chinese sportswear giant Li-Ning. The landmark partnership marks a new chapter for the Golden State Warriors superstar following his departure from Under Armour after more than a decade with the brand.

The deal will significantly expand Curry Brand on a global scale, encompassing performance basketball footwear, lifestyle apparel, athleisure collections, and an upcoming golf division. As part of the agreement, Curry will also have the ability to recruit and sign athletes under the Curry Brand umbrella, further solidifying his influence beyond the court.

Despite receiving comparable offers from several domestic and international brands—and reportedly even larger financial proposals—Curry ultimately chose Li-Ning. Sources close to the negotiations cited his positive experience testing the signature footwear of fellow Li-Ning athletes, including Warriors teammate Jimmy Butler and NBA legend Dwyane Wade, as a key factor in the decision.

Li-Ning plans to aggressively grow the Curry Brand footprint through dedicated retail locations across both the United States and China. The negotiations were finalized by Curry’s longtime agent, Jeff Austin of Octagon, in recent days.

Curry’s move comes after the four-time NBA champion mutually parted ways with Under Armour in November, ending a 13-year partnership that helped establish him as one of the most influential athletes in the footwear industry. While the split was amicable, industry insiders pointed to growing concerns surrounding the company’s long-term investment strategy and declining market position.

Following his departure, Curry became one of the most sought-after free agents in the sneaker world. He fueled speculation throughout the season by rotating through various footwear options, most notably wearing the iconic Nike Kobe 6 “Mambacita” during pregame warmups on a Warriors road trip in San Antonio.

Now, with a record-setting commitment from Li-Ning, Curry is positioning himself for the next phase of his business empire—one that extends far beyond basketball and into the broader global sportswear landscape.

Photo Credit: Stephen Curry