Stephen Curry Announces Long-Term Partnership With Li-Ning For The Future Of Curry Brand

Stephen Curry has officially announced a new long-term partnership with Li-Ning, confirming reports that surfaced earlier this week regarding the next chapter of Curry Brand.

In a statement released through Thirty Ink, the four-time NBA champion described the agreement as "the partnership of a lifetime," outlining an ambitious vision that extends far beyond footwear. The deal will see Curry Brand powered by Li-Ning's innovation and global infrastructure, with plans spanning basketball performance products, golf, lifestyle apparel, athlete signings, and retail expansion.

"This is bigger than a shoe deal. Bigger than a signature series. This is the partnership of a lifetime," Curry said. "The future of Curry Brand is with Li-Ning."

The agreement gives Curry Brand access to one of the world's largest sportswear networks, with Li-Ning operating more than 7,600 stores across Asia and holding a leading position in China's basketball market. Curry noted that the expanded global footprint will allow the brand to accelerate product development, storytelling, and athlete-focused initiatives around the world.

The partnership is reportedly structured as a 10-year agreement, giving Curry Brand a long runway to expand beyond its current basketball focus. Under the deal, Curry Brand will operate with Li-Ning's global backing while branching into new categories including golf, lifestyle apparel, athlete endorsements, and international retail expansion. The decade-long commitment signals both parties' confidence in building Curry Brand into a standalone global sports business for years to come.

According to Curry, the relationship dates back to his sneaker free agency period, when he became familiar with Li-Ning's performance footwear through athletes such as Dwyane Wade and Jimmy Butler. He cited the company's innovation, product quality, and athlete-first mindset as key factors behind the decision.

Curry also expressed admiration for Li-Ning founder Li Ning, the former Olympic gymnast who transformed his namesake company into one of the world's largest sporting goods brands.

“Note”Li Ning

Looking ahead, Curry Brand and Li-Ning plan to launch Curry Brand retail stores in both China and the United States while expanding the brand's reach across basketball, golf, and lifestyle categories. Curry says the ultimate goal remains unchanged: creating products and experiences that inspire the next generation of athletes.

The announcement marks one of the most significant athlete-brand partnerships in basketball today and positions Curry Brand for its most ambitious period of growth since its launch.