Stephen Curry Signs Landmark Deal With Li-Ning
The NBA star ends his 13-year partnership with Under Armour to join the Chinese sportswear brand in a ten-year, $400 million contract.
Updated on Oct. 15, 2026 in Basketball
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On June 1, 2026, basketball star Stephen Curry signed a 10-year, $400 million endorsement deal with Li-Ning. This agreement concludes Curry's 13-year professional relationship with Under Armour.
Why it matters
Li-Ning aims to leverage the partnership to boost visibility and expand its market share within the United States. The company is actively seeking to grow its footprint after previous efforts to establish a physical retail presence in the country failed.
Li-Ning reported 2025 revenue of 29.598 billion yuan, reflecting 3.2% growth from the previous period, and a 2025 net profit of 2.936 billion yuan.
The players
Stephen Curry
He is a professional basketball player in the NBA who has signed a 10-year, $400 million endorsement deal with Li-Ning.
Li-Ning
This Chinese sportswear company, founded in 1990, is seeking to expand its international visibility and U.S. market presence.
Under Armour
This American athletic apparel company previously held a 13-year endorsement relationship with Stephen Curry.
Li Ning
He is the founder of the Chinese sportswear brand that bears his name.
The details
Li-Ning plans to compete in the U.S. market primarily through the Way of Wade sneaker line. The company previously operated a U.S. flagship store in Portland, Oregon, but shuttered the location by 2012 due to lower than expected demand.
Timeline
1990: Li-Ning was founded by Li Ning.
2010: The brand entered the U.S. market and opened a store in Portland.
2012: The company closed its U.S. flagship location.
2025: The corporation recorded 29.598 billion yuan in revenue.
June 1, 2026: Stephen Curry signed the endorsement deal with Li-Ning.
Season Trajectory
This move signals a strategic shift for the brand, as Li-Ning pivots from its unsuccessful 2012 retail-led expansion to an athlete-focused visibility campaign. The brand now looks to capture U.S. market share through high-profile talent rather than physical storefronts.
Consumers should anticipate increased availability and advertising for the Way of Wade sneaker line throughout the 2026 fiscal year. Li-Ning has explicitly stated plans to increase its global sponsorship spending to capitalize on this athlete partnership.
The takeaway
The deal represents a significant financial pivot for the brand, which is currently facing international scrutiny regarding its supply chain labor practices. Readers interested in retail trends should monitor how the company uses this platform to navigate its U.S. expansion goals.
Further reading
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Source note: This article includes information reported by HS Insider.
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