Stephen Curry Signs 'Partnership of a Lifetime'

Stephen Curry's post-Under Armour future is now clear, and he's heading to China's Li-Ning. The Golden State Warriors star has signed a 10-year endorsement deal with the brand, ESPN reports, a move that will globalize his Curry Brand and cover basketball shoes, lifestyle apparel, a full golf line, and the power to sign both male and female athletes. Curry announced the move Monday on X, notes Bleacher Report, saying in a minute-long video that, "This is bigger than a shoe deal, bigger than a signature series. This is the partnership of a lifetime."

Li-Ning plans dedicated Curry Brand stores in both the US and China. The agreement follows Curry's November split from Under Armour after a 13-year run and a months-long courtship by multiple companies. A key factor, per sources: he liked how Li-Ning shoes felt while trying out pairs tied to fellow NBA players Jimmy Butler and Dwyane Wade. Financial terms weren't disclosed.