After an extended period of shoe-deal free agency following his departure from Under Armour, Golden State Warriors star Stephen Curry has signed a landmark endorsement deal with Chinese sportswear company Li-Ning.
He announced the 10-year deal on social media Monday evening.
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“This is bigger than a shoe deal, bigger than a signature series,” Curry said in the video. “This is the partnership of a lifetime. The future of Curry Brand will be powered by a company truly rooted in sports and innovation. … The future of Curry Brand is with Li-Ning.”
Curry’s new deal includes a variety of products from casual lifestyle wear to basketball apparel. It also includes a full golf line and allows other athletes to sign with the Curry brand.
NBA legend Dwyane Wade and fellow Warriors teammate Jimmy Butler each have their own shoes with Li-Ning, the comfortable feel of which impressed Curry and impacted his decision.
After a 13-year partnership that included the release of 13 signature sneakers, Curry decided to leave Under Armour after a perceived sense of underinvestment.
He spent much of this season rocking various sneakers both on and off the court, showing off a previously hidden collection of elite shoes.
With this free agency period over, we’ll now have a lot more Curry Brand releases to look forward to.
James Parker is a sports writer for Ball Exclusives, follow him on X @TheJames_Parker
