Curry coup for Li-Ning
Basketball star Stephen Curry has announced a new ten-year deal for his own-name athletic footwear brand. The Curry brand will now become part of Li-Ning. The deal is reported to be worth $400 million.
Stephen Curry plays for San Francisco-based Golden State Warriors in the NBA. He launched the Curry brand with Under Armour in 2020 after a longtime partnership between the athlete and the Baltimore-based company.
In November 2025, Mr Curry announced that he was separating the brand from Under Armour, with a final release, the Curry 13 shoe, coming to market in February 2026.
At the start of June, the athlete announced that the future of the Curry brand was with Li-Ning.
Plans include opening Curry brand stores, in the US and overseas, and moves into other sports, including golf.
“This is bigger than a shoe deal,” Stephen Curry said. “This is the partnership of a lifetime.” He said he admired Li-Ning as “a company truly rooted in sports innovation” and dedicated to creating quality products.
He went on to pay tribute to the Chinese brand’s founder, Li Ning, a winner of five Olympic gold medals (four more than Stephen Curry). “He is an athlete founder who has built one of the world’s most premium sportswear brands over the last 35 years,” the basketball star said.
