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CHARLOTTE, N.C. (WBTV) – Charlotte native and NBA superstar Stephen Curry has reached a landmark shoe deal with Chinese sports company Li-Ning.
The 38-year-old Curry on Monday, June 1, posted on Instagram that it’s a “partnership of a lifetime” as the way forward for Curry Brand is with Li-Ning. The landmark deal is reportedly for 10-years and value over $400 million, in keeping with ESPN Senior NBA Insider Shams Charania.
“The next stage is set. This is bigger than a shoe deal. Bigger than a signature series. This is the partnership of a lifetime. The future of Curry Brand is with Li-Ning,” Curry said in-part in a letter posted on his website.
Curry parted ways with Under Armour in November 2025 after more than a decade. He began wearing different shoes throughout the season including Li-Ning.
Fellow teammate Jimmy Butler and NBA legend Dwyane Wade both have signature shoes with Li-Ning.
“Throughout my sneaker free agency, I was impressed by the quality, comfort and performance of Li-Ning’s shoes,” Curry stated. “It was during that time playing in Dwyane Wade and Jimmy Butler’s sneakers, that I knew that Li-Ning could be the right partner that can deliver on the innovation and design that I want Curry Brand to stand for.”
Charania reported that Curry had at least one more lucrative offer. The exact terms with Li-Ning were not disclosed.
Curry said that with his partnership with Li-Ning it will give Curry Brand a chance to unlock its full potential on a global scale.
The Curry Brand with Li-Ning will include basketball products, athleisure lifestyle wear and golf.
You can read the full letter below:
I couldn’t be more proud to build a long-term vision with Li-Ning that will fuel Curry Brand for years to come and unlock the full potential of this company on a global scale.
Powered by Li-Ning innovation, we’ll be proudly building Curry Brand into a future leading company that will leave its mark in Basketball, in Golf and across the lifestyle space.
We’ll aim to create game-changing products, launch elevated platforms and bring storytelling that will inspire young boys and girls around the globe. My hope is for young athletes to find the same purpose, joy and drive through sports that I’ve long enjoyed throughout this journey.
What also excites me is knowing that there’s a foundation of like-minded athletes that have helped to build Li-Ning into a world-class brand since it began in 1990. That starts with Mr. Li Ning himself. He’s an Olympic Gold medalist athlete, forward thinking businessman, and visionary that I really respect and believe in.
It’s amazing to see how he’s grown his namesake company as an athlete founder, knowing I have those same hopes and aspirations for Curry Brand. Now, we’ll be working together to continually elevate both brands for the long run.
Throughout my sneaker free agency, I was impressed by the quality, comfort and performance of Li-Ning’s shoes. It was during that time playing in Dwyane Wade and Jimmy Butler’s sneakers, that I knew that Li-Ning could be the right partner that can deliver on the innovation and design that I want Curry Brand to stand for.
We’re already having tons of great conversations about how we can introduce Li-Ning’s level of innovation to more and more hoopers here in the US, that will help players of all levels elevate their game. More than anything, I want people to expect amazing design, quality and performance every time they lace up a Curry Brand sneaker.
Throughout this process, there were a few major key factors I was looking for. I wanted Curry Brand to be powered by a company that is truly about sport. A company that is committed to celebrating basketball around the world — now and in the future. I wanted to partner with a company that I believed in, from a product standpoint of course, but from a people standpoint most importantly.
With Li-Ning, I’ve found that
At the end of the day, I truly believe that partnering with Li-Ning will allow Curry Brand to thrive. Li-Ning is a total sports brand, and it’s also the basketball market share leader in China. The brand has over 7,600 stores throughout Asia.
I consider it a proud privilege to be able to use my platform to help Mr. Li Ning and his teams bring their innovation to the US. A company this dedicated to sport and athletes with such quality product and innovation deserves an even bigger stage. We have plans to launch Curry Brand stores together in China and the US, as we look to build on the success that Li-Ning has already established, with even more growth.
Curry Brand will now have an expanded runway of sources and a worldwide footprint to carry new best-in-class improvements and wonderful merchandise to folks all over the world. Just as importantly, Curry Brand will be capable of impactfully attain the subsequent era of athletes and supply entry and experiences that may proceed to Change The Game For Good.
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