Steph Curry Signs Li-Ning Shoe Deal After Leaving Under Armour

Steph Curry has officially signed a 10-year endorsement deal with Li-Ning following the expiration of his Under Armour partnership. The move marks a major shift in the sneaker industry and could shape Curry’s legacy long after his NBA playing career comes to an end.

Steph Curry Begins New Sneaker Chapter With Li-Ning

Steph Curry’s sneaker free agency has officially come to an end. After his long-running partnership with Under Armour expired, the four-time NBA champion spent much of the 2025-26 season experimenting with different footwear, including the Nike Kobe 4 Protro, Nike Sabrina line, adidas AE1 and AE2, Air Jordans, classic Penny sneakers, and even a pair of Li-Ning JB4s. Many fans believed Curry would eventually land with Nike, given the brand’s dominance in basketball and its influence on sneaker culture.

While Under Armour produced several memorable signature releases throughout Curry’s career, including the UA Curry 6 “United We Win,” the line never quite reached the mainstream popularity of competing signature sneakers on the court or in streetwear circles. Still, Curry helped build one of the most successful athlete partnerships in Under Armour history and gave fans a closer look at his sneaker journey during his appearance on Sneaker Shopping with Stephen Curry.

Now, Curry is beginning a new chapter. The Golden State Warriors superstar announced via social media that he has signed a 10-year endorsement deal with Chinese sportswear giant Li-Ning. The agreement will carry him well beyond his playing career and signals Li-Ning’s commitment to building its global basketball presence around one of the game’s most recognizable stars. Whether the partnership leads to a new signature line or innovative performance technology remains to be seen, but one thing is certain: the sneaker world will be watching closely. Check out the announcement below.