In a move that has sent ripples through the professional sports world, NBA icon Stephen Curry has officially entered into a 10-year global partnership with the Chinese sportswear company Li-Ning. This transition marks the end of Curry's long-standing relationship with Under Armour and positions him as a central figure in the brand's international strategy.
The expansive agreement is set to encompass a wide array of sportswear and athleisure products. Beyond apparel, the partnership includes ambitious plans to launch retail stores across both the United States and China, aiming to bridge the gap between two of the world's most influential sports markets.
Curry, who spent the 2025–26 NBA season as a "sneaker free agent" by wearing footwear from various brands, has described this new venture as a long-term strategic commitment. The initiative is expected to focus on global brand growth and deep engagement within local sports cultures.
This partnership follows a highly publicized charitable effort by the basketball star. In April 2026, Curry auctioned off the various pairs of sneakers he wore throughout his season of free agency, successfully raising $1.7 million for his personal charitable foundation.
