Stephen Curry Inks Landmark 10-Year Deal with Li-Ning After Under Armour Departure

Stephen Curry, one of the NBA's most recognizable superstars, has signed a 10-year endorsement contract with Chinese sportswear powerhouse Li-Ning. The agreement comes on the heels of Curry's departure from Under Armour, concluding a highly watched recruitment process as global brands vied for his signature.

The new partnership signals a major shift for Curry, who has been closely associated with Under Armour throughout much of his professional career. While the financial terms of the deal were not disclosed, industry analysts note that a decade-long commitment from a global icon of Curry's stature is a significant coup for Li-Ning as it seeks to expand its presence in the international basketball market.

• Curry's deal with Li-Ning is for 10 years, a rare long-term endorsement in modern sports marketing.
• The move follows Curry's exit from Under Armour, with whom he previously had a long-standing partnership.
• Li-Ning, based in China, has been making aggressive moves to sign international stars and boost its profile outside Asia.

According to ESPN, Curry's endorsement decision concluded an intense period of recruitment from major brands seeking to align with one of the NBA's most marketable athletes. Li-Ning has a history of partnering with high-profile basketball figures, but Curry represents its most prominent signing yet, underscoring the company's ambitions to rival Western sportswear giants on the global stage.

The partnership is expected to include signature footwear and apparel lines, leveraging Curry's influence both in the United States and China, where the NBA enjoys widespread popularity. Industry observers will be watching closely to see how the collaboration shapes the future of player-driven branding in basketball.

This development also reflects the changing landscape of athlete endorsements, with stars increasingly exploring partnerships beyond traditional U.S.-based companies. Curry's agreement with Li-Ning may pave the way for other elite athletes to consider global brands seeking a greater foothold in the U.S. market.