John Kim Updated July 1st, 2026: Nearly a month after the official announcement, Stephen Curry and new partner Li-Ning have officially unveiled a new logo. If it looks familiar, it should; it’s the same logo used throughout his tenure with Under Armour, but the hash mark above the “S” is replaced with the Li-Ning logo.
The below article was originally published on June 1st, 2026.
One of the biggest sneaker free agencies in recent memory has finally come to an end. In an announcement shared by Stephen Curry himself, the four-time NBA champion revealed that he has signed a 10-year partnership with Li-Ning, ending months of speculation surrounding his footwear future. Even more significant is the confirmation that Curry Brand, the athlete-owned venture he established during his tenure with Under Armour, will continue operating under the Li-Ning umbrella moving forward.
The agreement closes a chapter that began in late 2025 when Curry and Under Armour officially parted ways. Throughout the 2025-26 season, Curry’s footwear choices became one of the most closely watched storylines in the sneaker industry as he rotated through various brands and silhouettes while entering the rare position of sneaker free agency.
Ultimately, a move to China may have been the most logical outcome. For months, Sneaker News maintained that a Chinese sportswear company such as Li-Ning or ANTA represented the strongest fit for Curry’s next chapter. While several American brands were naturally linked to the future Hall of Famer, the domestic signature basketball category has become increasingly crowded. Between established franchises and an ever-growing roster of young stars, creating meaningful separation in today’s marketplace is more difficult than ever, even for an all-time legend like Steph.
Li-Ning presents a very different opportunity because not only does Curry become the centerpiece of one of basketball’s most ambitious global brands, but he also aligns himself with a region where his popularity has remained exceptionally strong throughout his career. Few active players possess the level of support Curry enjoys throughout Asia, making the partnership feel strategically sound from both business and cultural perspectives.
The continuation of Curry Brand may prove to be the most intriguing aspect of the deal. Rather than simply endorsing footwear, Curry will continue building a standalone brand identity — much like Dwyane Wade’s Way Of Wade — while leveraging Li-Ning’s manufacturing and international reach. In many ways, the arrangement mirrors the modern evolution of athlete partnerships, where stars increasingly seek ownership, equity, and long-term brand-building opportunities rather than traditional endorsement agreements.
The move also represents a landmark moment for Chinese basketball brands. Companies such as Li-Ning and ANTA have spent years assembling impressive NBA rosters and growing their presence throughout the sport. However, Curry represents an entirely different tier of acquisition. Few athletes in basketball history possess his combination of championships, cultural influence, global recognition, and on-court credibility.
Simply put, Li-Ning didn’t just sign another NBA player; they signed one of the defining athletes of his generation and brought an entire brand with him. He now joins a roster that includes active players in Jimmy Butler, CJ McCollum, D’Angelo Russell, and Fred Van Vleet.
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