Stephen Curry has signed a 10-year shoe endorsement contract with Chinese sportswear company Li-Ning, reported on June 1, 2026 [1].
The agreement marks a significant pivot in the business strategy of one of the NBA's most marketable athletes. By partnering with a Chinese firm, Curry is shifting his brand focus from the U.S. market toward a global audience after ending his long-term partnership with Under Armour.
The deal is reportedly worth over US$400 million [2]. This financial commitment secures Curry as a primary face for the brand for the next decade [3]. The move comes after his exit from Under Armour in 2025, leaving the door open for a partnership that emphasizes international expansion.
Li-Ning, headquartered in China, has sought to increase its footprint in the Western sports market. Aligning with a star of Curry's stature provides the company with immediate visibility in the U.S. and globally, a strategic move as the brand competes with established giants in the athletic footwear industry.
Curry remains a central figure for the Golden State Warriors while managing this transition in his commercial portfolio. The scale of the contract reflects the continuing high value of elite NBA talent in the Asian market, where basketball's popularity continues to grow.
“The deal is reportedly worth over US$400 million.”
This partnership signals a broader trend of elite American athletes diversifying their revenue streams by partnering directly with Asian conglomerates. By moving away from a U.S.-centric brand like Under Armour to a Chinese powerhouse like Li-Ning, Curry is positioning himself as a global entity, leveraging the massive consumer base in China to ensure long-term financial growth beyond his playing career.
