Stephen Curry has a new sneaker endorsement deal nearly seven months after cutting ties with longtime partner Under Armour. Curry has announced a new long-term partnership with the China-based brand Li-Ning that will help his Curry Brand expand outside of basketball with categories like golf and lifestyle.
"I couldn’t be more proud to build a long-term vision with Li-Ning that will fuel Curry Brand for years to come and unlock the full potential of this company on a global scale,” Curry said in a personal letter announcing the deal. "We’ll aim to create game-changing products, launch elevated platforms, and bring storytelling that will inspire young boys and girls around the globe. My hope is for young athletes to find the same purpose, joy, and drive through sports that I’ve long enjoyed throughout this journey.”
Curry wore Nike during his time at Davidson and early in his NBA career before signing to Under Armour in 2013. That deal eventually led to the creation of the Curry Brand sub-label in 2020.
Since Curry’s departure, he’s worn a wide variety of brands both on and off court, including Nike, Jordan Brand, Adidas, and more—as well as Li-Ning.
In the letter announcing the deal, Curry credits playing in Dwyane Wade and teammate Jimmy Butler’s signature sneakers helped lead him to his decision. "Throughout my sneaker free agency, I was impressed by the quality, comfort and performance of Li-Ning’s shoes,” he said.
