Steph Curry has a new sneaker partner. Who is Li Ning?

Michael Nowels, Bay Area News Group on Jun 1, 2026

By clicking submit, I authorize Arcamax and its affiliates to: (1) use, sell, and share my information for marketing purposes, including cross-context behavioral advertising, as described in our Privacy Policy , (2) add to information that I provide with other information like interests inferred from web page views, or data lawfully obtained from data brokers, such as past purchase or location data, or publicly available data, (3) contact me or enable others to contact me by email or other means with offers for different types of goods and services, and (4) retain my information while I am engaging with marketing messages that I receive and for a reasonable amount of time thereafter. I understand I can opt out at any time through an email that I receive, or by clicking here

Months after the end of his endorsement deal with Under Armour, Steph Curry has a new partner: Chinese company Li-Ning.

The Warriors’ superstar published a video on social media Monday heralding the deal, which centers around his Curry Brand. ESPN reported that the contract is for 10 years, but financial details have not been released.

“The future of Curry Brand will be powered by a company truly rooted in sports and innovation, a partner dedicated to creating quality products with sneakers that I believe in, that will continue to deliver at the highest level,” Curry said.

Golden State teammate Jimmy Butler is already on Li-Ning’s roster.

The company’s founder, Chinese gymnast Li Ning, won three gold medals — and six medals total — at the 1984 Los Angeles Games, the first Olympics in which the People’s Republic of China sent a full delegation after the nation’s 1949 revolution. He opened the sportswear company bearing his name in 1989.

Li-Ning, the company, has found its way into the American market over the last decade-plus after opening its U.S. headquarters in Portland, Ore., the sportswear capital of the nation. Basketball Hall of Famer Dwyane Wade is signed to Li-Ning, as is Curry’s former Warriors teammate D’Angelo Russell, as well as Portland Trail Blazers 2025 Chinese draftee Hansen Yang.

The company reported revenue of $3.93 billion in 2023, the last available year, according to CompaniesMarketCap.com.

After announcing in November that he would split away from Under Armour in February, ending a 13-year relationship, Curry went on a tour wearing different sneakers through the end of the Warriors’ season, including Wade’s and Butler’s Li-Ning shoes.

Curry kept the rights to Curry Brand, founded in 2020, in the divorce from Under Armour. The brand will now be housed with Li-Ning, and Curry noted in an announcement letter that golf — a longtime hobby of his — will remain at the forefront of Curry Brand along with basketball.

The footwear and apparel brand is just one of many business endeavors Curry, a two-time MVP, has explored. His off-court earnings over the last 12 months were estimated at $65 million despite the Under Armour split, according to Forbes, which ranked him sixth among the world’s highest-paid athletes overall in an analysis released Monday.