Curry Brand finalises long-term partnership with Li-Ning

The Curry Brand has officially announced a long-term partnership with Chinese sportswear company Li-Ning, marking a significant shift in the commercial landscape for the Golden State Warriors star. The collaboration, confirmed on Monday, is designed to expand Curry’s global reach across basketball, golf, and lifestyle sectors.

According to the announcement, the agreement involves joint efforts in brand creation, product development, and sports culture initiatives. Both parties cited a shared commitment to inspiring the next generation of athletes around the world as a core pillar of the venture. Curry described the arrangement as the partnership of a lifetime.

The deal follows a transitional period for the 38-year-old guard, who parted ways with Under Armour in November 2025 after more than a decade with the brand. During the remainder of the season, Curry engaged in what was widely characterised as a sneaker free-agency process, wearing footwear from various manufacturers, including Li-Ning, which he had previously worn by teammates Dwyane Wade and Jimmy Butler.

Historical reports indicate the agreement is a landmark 10-year deal, as cited by ESPN’s Shams Charania. While the exact financial terms were not specified in the initial announcement, the contract represents a substantial expansion of Curry’s existing commercial operations, specifically extending the global footprint of the Curry Brand.

The move signals a strategic pivot for both the athlete and the Chinese manufacturer. By leveraging Curry’s international profile, Li-Ning aims to deepen its presence in Western markets, while Curry secures a long-term platform to diversify his portfolio beyond basketball into broader lifestyle and sporting categories.