Stephen Curry’s “landmark” sneaker deal finally has a dollar figure.
According to ESPN’s Shams Charania, Curry has agreed to a 10-year endorsement contract with Chinese sportswear giant Li-Ning worth more than $400 million. The landmark agreement will serve as the foundation for the next phase of Curry Brand, expanding the venture far beyond basketball shoes.
But according to the same report, it wasn’t Curry’s biggest offer.
Industry sources told ESPN that Curry received similar financial commitments from multiple companies and even turned down at least one offer that was more lucrative than Li-Ning’s proposal.
Ultimately, he chose the brand he believed offered the best long-term vision for growing his business empire.
The deal includes basketball footwear and apparel, athleisure lifestyle products, a dedicated golf line, and the ability for Curry to sign both male and female athletes under the Curry Brand umbrella.
Li-Ning is also planning to open Curry Brand retail stores in both the United States and China, giving the four-time NBA champion a global platform that extends well beyond the court.
Curry’s decision ends a highly publicized recruitment process that began after he mutually parted ways with Under Armour in November following a 13-year partnership.
While Curry publicly expressed gratitude toward Under Armour, industry insiders reported growing frustration with what was viewed as underinvestment from a company facing declining valuation.
Following the split, Curry became one of the most coveted free agents in the sneaker industry. He generated buzz throughout the 2025-26 season by rotating through shoes from multiple brands, including a notable appearance in Nike Kobe 6 “Mambacita” sneakers during a Warriors road trip to San Antonio.
According to Charania, comfort played a major role in Curry’s final decision. He spent time testing signature models from fellow Warriors teammate Jimmy Butler and NBA legend Dwyane Wade, both of whom are prominent Li-Ning athletes.
Now, with more than $400 million committed over the next decade, Curry is betting that Li-Ning can help transform Curry Brand from a successful signature line into a global sports and lifestyle powerhouse.
