Steph Curry takes brand business oversees as his shoe free agency ends
NBA star Steph Curry signed a 10-year endorsement deal with Chinese sportswear company Li-Ning, marking a shift from his previous shoe partnerships with Nike and Under Armour. The agreement expands Curry’s global Curry Brand venture into basketball products, athleisure wear, golf, and athlete signings, including potential deals for male and female athletes.
NBA player Steph Curry has signed a 10-year endorsement contract with Chinese sportswear company Li-Ning, according to ESPN’s Sham Charania, citing industry sources on June 1. The deal, described as landmark, expands Curry’s Curry Brand globally beyond shoes into basketball products, athleisure lifestyle wear, and a full golf line. It also allows Curry to sign athletes of both genders under his brand. Curry, 38, confirmed the partnership in a video posted on social media, stating, 'The next stage is set.' This marks a significant shift in his endorsement strategy, following his departure from Under Armour in 2025 after a decade-long partnership. Earlier in his career, Curry began with a four-year Nike deal in 2009. Li-Ning already represents other notable athletes like Jimmy Butler and Dwayne Wade, adding credibility to the expanded Curry Brand venture. The deal reflects Curry’s growing influence in the global sportswear market and his willingness to explore new business opportunities beyond his 17-year NBA career with the Golden State Warriors.
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