Stephen Curry has signed a new long-term footwear and apparel partnership with Chinese sportswear giant Li-Ning, marking one of the biggest confirmation moves in basketball since parting ways with Under Armor late last year.
Curry Brand announced the deal on Monday, confirming that both parties will work together in basketball, golf and lifestyle apparel while focusing on product development and sports culture programs around the world.
The company described the partnership as “a shared commitment to inspiring the next generation of athletes around the world.”
For Curry, the deal represents much more than just another endorsement deal.
“It’s a lifelong partnership,” Curry said after the announcement.
The move comes after months of speculation about Curry’s sneaker future.
The four-time NBA champion parted ways with Under Armor in November after spending more than a decade with the brand and helping turn the Curry Brand into one of basketball’s most recognizable signature lines.
After the split, Curry spent much of the offseason tossing around different sneakers while scouting the market during what many fans considered a sneaker-less journey.
At one point, a large crate full of shoes sat next to Curry’s locker at the Chase Center as he walked in pairs almost all night. Among the most notable choices were Li-Ning signature models linked to former NBA Finals MVP Dwyane Wade and Warriors teammate Jimmy Butler.
That ended up fueling speculation that Li-Ning might be the frontrunner for Curry’s next long-term deal.
This deal also marks another major push for Li-Ning to strengthen its influence in global basketball. The company has already partnered with several top NBA players over the years, but the arrival of Curry gives the brand arguably the most influential shooter and one of the best-selling athletes in basketball history.
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