Golden State Warriors superstar Stephen Curry has officially made one of the biggest business moves of his career, signing a historic 10-year shoe endorsement contract with Chinese sportswear giant Li-Ning, according to sources close to ESPN’s Shams Charania. The landmark agreement marks a major shift in the global sneaker landscape and further cements Curry’s influence not only as one of basketball’s greatest players, but also as one of the most marketable athletes in the world.
The deal is set to significantly expand Curry Brand on a global scale. Beyond signature basketball footwear, the partnership will include a full range of basketball products, athleisure collections, and lifestyle apparel designed to strengthen Curry’s reach across multiple markets. In addition, Curry will have the opportunity to sign and mentor athletes under his own brand umbrella, giving him a larger role in shaping the future of sports marketing and athlete development.
Stephen Curry Signs Historic 10-Year Endorsement Deal with Li-Ning
One of the most notable aspects of the agreement is the inclusion of a full golf product line, reflecting Curry’s growing passion for golf and his vision of extending his brand beyond basketball. This move positions him uniquely among active NBA players, allowing him to establish a multi-sport presence rarely seen in endorsement history.
Curry’s decision to sign with Li-Ning comes after an intense and highly publicized sneaker free agency period. Industry reports suggested that several global giants, including Nike, adidas, and Under Armour, were aggressively pursuing the four-time NBA champion with massive offers. Some reports even speculated about a potential 10-year, $890 million framework being discussed during advanced negotiations.
Despite the heavy competition, Curry ultimately chose Li-Ning, signaling his confidence in the company’s long-term vision and global growth potential. The partnership represents a bold new chapter for Curry as he continues to build his legacy both on and off the court.
With this groundbreaking deal, Stephen Curry is once again changing the game—this time in the business world, proving that his impact reaches far beyond basketball.
