Stephen Curry has committed to a decade-long endorsement contract with Chinese sportswear giant Li-Ning valued at over $400 million. This partnership marks a major expansion for Curry Brand, extending well beyond basketball sneakers into lifestyle and athletic apparel, including a dedicated golf line.
Despite multiple lucrative offers from rival companies, sources reveal Curry rejected at least one deal that exceeded the value of Li-Ning’s proposal. He prioritized a partnership that aligns with his ambitions to build a diversified global sports and lifestyle brand. Li-Ning plans to open Curry Brand retail outlets in both the United States and China, offering Curry an international platform.
The deal enables Curry to sign both male and female athletes under the Curry Brand umbrella, signaling a broad merchandising strategy. Following a 13-year relationship, Curry ended his partnership with Under Armour last year amid frustration over the company’s perceived underinvestment and declining market position. Since then, he tested multiple sneaker brands and models, including time spent evaluating signature shoes from other Li-Ning athletes like Jimmy Butler and Dwyane Wade.
Curry’s choice also hinged on comfort and product quality during these trials, ultimately leading to his confidence that Li-Ning can elevate his brand’s presence globally. The agreement solidifies a new chapter for Curry Brand as it aims to become a powerhouse in both sports and lifestyle markets over the coming decade.