Steph Curry, 38, has signed a 10-year endorsement contract with China’s Li-Ning, ending his sneaker free agency and expanding the Curry Brand beyond footwear—into apparel, golf and athlete endorsements for both men and women.
Steph Curry’s next move didn’t come with a roster of rumors—it came with a video.
On Monday. June 1. the Golden State Warriors star signed a 10-year endorsement contract with Chinese company Li-Ning. according to ESPN’s Sham Charania. citing industry sources. The deal arrives after Curry spent years tightening his relationship with the Warriors while taking a more flexible approach to endorsements. and it signals he’s willing to bet bigger than basketball when it comes to brand reach.
Curry, 38, confirmed the partnership in a social media video. “The next stage is set,’’ Curry said in the video.
The contract marks a clear shift. During Curry’s 17-year NBA career, he remained loyal to the Warriors but adjusted his endorsement strategy as opportunities changed. His earliest major sponsorship came at the start of his NBA run: Curry began his career in 2009 with a Nike deal that lasted four years. He then left Nike for Under Armour, and that relationship continued until Curry and the company parted ways in 2025.
Now, Curry is taking his brand overseas. ESPN characterized the Li-Ning agreement as “landmark. ” saying it “expands his Curry Brand venture globally.” The scope is broad and not limited to sneakers. The deal, ESPN reported, will include basketball products, athleisure lifestyle wear, and a full golf line. It will also give Curry’s brand the ability for him to sign male and female athletes.
That last detail matters in a sports marketing world where expansion often means narrowing focus—more hype, fewer categories. Instead, Curry’s next chapter ties his name to multiple product lines and to the business of athlete representation.
Curry isn’t the only well-known player in Li-Ning’s orbit. Jimmy Butler and Dwayne Wade are two of Li-Ning’s clients.
The sequence of endorsement changes has followed the same basic pattern: loyalty on the court, flexibility off it. This time, the pivot is international—and it’s happening at the same age, and with the same on-court credibility, that has made Curry’s brand feel like an extension of his game.
Steph Curry Li-Ning Curry Brand endorsement deal sneaker free agency Golden State Warriors sports marketing golf line athleisure China apparel
Li-Ning again? I thought he was done with all that sneaker stuff, but I guess it’s never really over.
So he’s 10 years with China and people are calling it “landmark” like that’s a good thing automatically. I don’t even care about golf but now I have to hear about his apparel too…
Wait, is this the same Li-Ning that Kyrie was supposed to wear or am I mixing it up? Also I read “sneaker free agency” and assumed he was switching to a new NBA roster or something lol.
Good for him I guess, but why does it mention “male and female athletes” like that’s the headline? Next thing you know they’ll say he’s signing a golfer and that’s basketball too. I’m just waiting for the first Li-Ning Curry golf clubs to show up in stores near me.