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Steph Curry's Brand Takes Bold Leap to Li-Ning
2 Jun
Summary
- Steph Curry's Curry Brand inks a 10-year deal with Li-Ning.
- The partnership includes basketball, golf, and athleisure lines.
- Curry can now sign athletes to his own branded division.
Steph Curry's Curry Brand is embarking on a new era, having reached a landmark 10-year agreement with Li-Ning. Announced via social media, this partnership signifies a major expansion for Curry's personal brand. The deal encompasses a comprehensive range of products, including basketball and athleisure wear, and notably, a full golf line. Curry also gains the ability to sign emerging athletes to his brand, amplifying its reach.
This strategic move follows Curry's departure from Under Armour, a mutual decision announced in November 2025. Prior to his long-term partnership with Under Armour starting in 2013, Curry initially began his professional career with Nike in 2009. The agreement allowing him to retain ownership of Curry Brand was a crucial element in his split from Under Armour.
Curry Brand's new partnership with Li-Ning, a company established in 1990 by former Chinese gymnast Li Ning, marks an exciting chapter. Li-Ning's history in the NBA dates back to 2006, and the brand has since grown significantly, notably through its association with Dwyane Wade. Curry joins a roster of current NBA players with Li-Ning, including Jimmy Butler and Fred VanVleet.
