NBA superstar Stephen Curry has officially ended his sneaker free agency, signing a long-term endorsement deal with Chinese sportswear company Li-Ning.

The agreement, announced on June 1, marks a major new chapter for Curry Brand after Curry and Under Armour mutually parted ways in late 2025. The new partnership will expand Curry Brand globally and include basketball footwear, apparel, athleisure products, a dedicated golf line, and the opportunity for Curry to sign athletes under his own brand.

Curry described the partnership as “the partnership of a lifetime” in a video shared on social media. The four-time NBA champion said the deal is about more than just sneakers and reflects his long-term vision for growing Curry Brand around the world.

According to multiple reports, the deal spans 10 years and is reportedly worth more than $400 million, making it one of the largest shoe endorsement agreements in basketball history.

The Golden State Warriors star spent much of the 2025-26 season testing shoes from various brands after leaving Under Armour. During that time, Curry was frequently seen wearing models associated with fellow NBA stars Dwyane Wade and Jimmy Butler, both of whom have ties to Li-Ning.

Li-Ning, founded by former Olympic gymnast Li Ning, is one of China’s largest sportswear companies with thousands of retail locations throughout Asia. The partnership is expected to help expand Curry’s influence in basketball, golf, and lifestyle markets worldwide.

As Curry enters the later stages of his playing career, the new agreement positions Curry Brand for continued growth beyond basketball, further establishing his legacy both on and off the court.