The long-awaited shoe agreement for Stephen Curry has been finalized.
On Monday, reports from ESPN’s Shams Charania indicated that Curry formalized a significant decade-long footwear endorsement pact with the Chinese corporation, Li-Ning. Although the financial specifics of the agreement remain undisclosed, it encompasses a wide range of offerings: athletic footwear, leisurewear, a complete collection of golf apparel and equipment, and the future prerogative for Curry to recruit additional sports figures to his brand. The prominent player for the Golden State Warriors also publicly validated this collaboration via his Instagram account.
Since his unexpected parting with Under Armour last year, Curry had been without a shoe sponsor. Their separation occurred in November, bringing to a close a 12-year alliance during which Curry rapidly rose to prominence as a key figure for the company. Before aligning with Under Armour in 2013, Curry had an earlier affiliation with Nike.
In 2020, the Curry Brand was introduced by Curry in conjunction with Under Armour, and he subsequently assumed leadership as its president. This brand was later decoupled from Under Armour during their dissolution. Furthermore, when securing a renewed extended agreement with Under Armour in 2023, Curry was awarded a substantial amount of the company’s stock. Curry stood among a select group of NBA athletes possessing permanent shoe agreements; for instance, LeBron James and Kevin Durant both hold lifetime accords with Nike, while Damian Lillard maintains a comparable arrangement with Adidas.
Curry recently concluded his seventeenth professional season. The twelve-time All-Star recorded averages of 26.6 points and 4.7 assists per game during the prior season; however, his court time was limited to merely 43 appearances due to a prolonged ailment affecting his right knee. The Warriors finished with a 37-45 record, failing to qualify for the postseason for the second instance in a three-year span.
The Li-Ning corporation was established in 1990 by Li Ning, a former Olympic gymnast. This enterprise has previously secured endorsement agreements with various NBA athletes; notable examples include ex-Cleveland Cavaliers guard Damon Jones, who partnered with them in 2006, along with Jimmy Butler, Dwyane Wade, Fred VanVleet, D’Angelo Russell, and CJ McCollum, all of whom have also previously held contracts with the brand.
Although Curry is certainly approaching the conclusion of his professional basketball tenure—having committed to a one-year, $62.5 million extension that will keep him with the team until the close of the upcoming season, at which point he will be 39 years old—his personal brand has now secured a fresh base for the long term.
