Stephen Curry Lands Major New Deal, Expands Curry Brand Globally

NBA Superstar Stephen Curry

By Southern Sports Report

Golden State Warriors superstar Stephen Curry has taken a significant step off the court, agreeing to a long-term partnership with Chinese sportswear giant Li-Ning that could reshape the future of his Curry Brand worldwide.

The deal, announced on June 2, marks the end of Curry's sneaker free agency following his departure from Under Armour in late 2025. Reports indicate the agreement is a 10-year partnership that extends far beyond traditional footwear endorsements. The partnership will include basketball shoes, apparel, lifestyle products, golf equipment, and the opportunity for Curry to sign athletes under the Curry Brand banner.

Curry called the agreement "the partnership of a lifetime," highlighting his vision of growing Curry Brand into a global powerhouse. The four-time NBA champion spent much of the 2025-26 season testing products from multiple companies before ultimately choosing Li-Ning, a brand already represented by fellow NBA stars including Jimmy Butler and Dwyane Wade.

The move comes after Curry's highly successful 13-year relationship with Under Armour came to an end. During that partnership, Curry helped transform Under Armour into a major player in the basketball footwear market while building one of the NBA's most recognizable signature brands.

While the endorsement deal grabbed headlines, Curry's basketball future remains tied to the Warriors. The 38-year-old is under contract through the 2026-27 NBA season after signing a one-year, $62.6 million extension in 2024. Reports suggest Golden State remains confident that another extension could eventually keep Curry in a Warriors uniform for the remainder of his career.

On the court, Curry continues to perform at an elite level despite entering the later stages of his career. His latest business move demonstrates that his influence extends far beyond basketball, as he looks to build a global brand that could remain relevant long after his playing days are over.

For Curry, this new chapter isn't just about shoes—it's about creating a lasting legacy in sports, business, and culture worldwide.