After months of speculation and a long search for the ideal partner, Stephen Curry has finally made his decision. The Golden State Warriors star has signed a ten-year agreement with Chinese sportswear giant Li-Ning, putting an end to his sneaker “free agency” following his split from Under Armour.

This is one of the most significant partnerships in recent years in the industry. The deal is not limited to a footwear line, but represents a full-scale global expansion of Curry Brand.

The project will include basketball products, lifestyle apparel, a full golf line, and the opportunity for Curry to recruit and sponsor new athletes – both men and women – under his brand.

Stephen Curry: “The next chapter is ready”

In a statement released on his website, Stephen Curry explained how this decision marks a turning point in his entrepreneurial journey.

The next chapter is ready. This is something bigger than a shoe deal, bigger than a signature line. This is a lifetime partnership. The future of Curry Brand will be with Li-Ning

Stephen Curry

The four-time NBA champion emphasized how excited he is about the shared vision with the Chinese company.

I couldn’t be more proud to build a long-term vision with Li-Ning. Together we will grow Curry Brand over the years and unlock its full potential on a global scale

Stephen Curry

The stated goal is to turn the brand into a reference point not only in basketball, but also in golf and the lifestyle sector, through innovative products and new experiences for sports fans.

Jimmy Butler and Dwyane Wade played a key role

Among the factors that convinced Curry to choose Li-Ning was his firsthand experience with signature shoes linked to two athletes already associated with the brand: Jimmy Butler and Dwyane Wade.

Butler, now his teammate on the Warriors, is one of the company’s main ambassadors. Curry said he was particularly impressed by the product quality while evaluating multiple offers.

During this period without a sponsor, I was impressed by the quality, comfort, and performance of Li-Ning shoes. Playing in models from Dwyane Wade and Jimmy Butler helped me understand that this could be the right partner to carry forward the innovation and design I envision for Curry Brand

Stephen Curry

Technology and product craftsmanship were decisive factors in the final decision for the No. 30.

New Curry Brand stores in the United States and China

One of the most ambitious aspects of the deal is the commercial expansion of the brand. Li-Ning and Curry will work together to open new Curry Brand stores in both the United States and China.

For the Warriors star, the Asian company’s reach provides an ideal foundation for growth.

Li-Ning is a sports-focused brand and a leader in the basketball market in China. I truly believe this partnership will allow Curry Brand to thrive

Stephen Curry

Founded by former Olympic champion Li Ning, the company operates thousands of retail locations across Asia and will give Curry a much larger global platform than before.

The end of the Under Armour era

The deal with Li-Ning comes just months after Curry’s relationship with Under Armour ended, a 13-year partnership.

The split, announced last November, immediately sparked interest from multiple sportswear brands, creating one of the most significant sneaker “free agencies” ever seen in the NBA. Throughout the season, Curry was frequently spotted wearing different models, fueling speculation about his future.

A deal that could reshape the market

Beyond Curry and Butler, the Chinese brand already counts NBA players such as D’Angelo Russell, Fred VanVleet, CJ McCollum, and legend Dwyane Wade, who has long been one of the company’s key faces.

The agreement between Curry and Li-Ning could shift the balance in the sports endorsement market, further strengthening the brand’s presence in the U.S. market.

For the two-time MVP, a new chapter begins – not only focused on winning on the court, but also on building a brand capable of leaving a lasting mark on the world of sports.