SAN FRANCISCO – One of the most iconic figures in modern basketball, Golden State Warriors superstar Stephen Curry, has locked in a landmark long-term shoe and apparel partnership with leading Chinese sportswear manufacturer Li-Ning, his in-house Curry Brand confirmed in a formal announcement this Monday.
The collaboration is designed to expand Curry’s global footprint across three key segments: professional basketball, competitive golf, and casual athletic lifestyle. Beyond just product releases, the pairing will see both sides work hand-in-hand on end-to-end brand building, innovative product development, and community-focused sports culture projects. Central to the agreement is a shared core mission: to motivate and empower the next generation of athletes across every corner of the globe.
Describing the agreement as “the partnership of a lifetime”, Curry opened up about the alignment between his own athletic values and Li-Ning’s brand vision. Earlier this year, during what industry insiders labeled a “sneaker free agency” period following his exit from his previous sponsor, Curry was spotted on multiple occasions wearing Li-Ning signature models designed for retired NBA star Dwyane Wade and his current Warriors teammate Jimmy Butler.
The 38-year-old four-time NBA champion ended his more than 10-year affiliation with American sportswear brand Under Armour back in November 2024. For the remainder of the 2024-25 NBA season following the split, Curry switched up his footwear almost every game night, pulling different pairs from a large storage crate stationed beside his locker in the Chase Center, drawing widespread attention from basketball and sneaker fans worldwide.
The multi-year deal marks a major shift in the global athletic footwear market, bringing one of the most recognizable active NBA stars to a brand that has rapidly expanded its international presence over the past decade, while giving Curry the autonomy to grow his own Curry Brand alongside an established global manufacturer.