Stephen Curry‘s next sneaker chapter has been officially announced. Curry Brand will step into a much wider arena as part of a new 10-year deal with Li-ning.
Stephen Curry announced his deal with Li-Ning on Monday, concluding one of basketball’s biggest sneaker free agency sagas. The deal also confirmed that Curry Brand will continue on as his independent outfit operates under the Li-Ning name after splitting from Under Armour late last year.
Curry was the focal point of sneaker rumors throughout the 2025 NBA season. He wore a variety of brands and shoes while on the court, leading many fans to analyze his every move in search of hints. With so many young NBA stars already under the helm at the biggest signature programs, Curry will need more than your typical shoe deal. He wants a brand that revolves around him and his brand.
Enter Li-Ning. The Chinese apparel company has been entrenched in basketball for years. Adding Curry gives Li-Ning one of the globe’s most marketable players from this era. Plus, Curry has always been massive in Asia, so the fit makes sense for a company with ambitions of expanding its basketball influence around the world.
Having Curry Brand continue on as part of the deal is likely the biggest takeaway from Curry’s announcement. Rather than just becoming another Li-Ning signed athlete, Curry Brand evolves with the company’s manufacturing, distribution, and international business prowess pumping through its veins. Think of this as a similar route to what Dwyane Wade did with his Way of Wade line, which became Li-Ning’s flagship basketball brand.
Li-Ning also houses current basketball names like Jimmy Butler, CJ McCollum, D’Angelo Russell, and Fred VanVleet. But landing Curry is an entirely different caliber of player with vast history, star power, and long-term marketing value.
Curry gives Li-Ning a centerpiece that can transcend markets worldwide. Meanwhile, Curry Brand gets introduced to its next chapter with more space to expand. Curry’s future footwear plans are no longer a mystery.
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