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Over the last seven months, Steph Curry has been exploring sneaker free agency for the first time since he signed with Under Armour in 2013. He left his “lifetime” deal with the Baltimore-based brand in November 2025, and now, after raising $1.7 million for charity via auctioning the array of kicks he wore this season, Steph Curry has signed a 10-year deal with Chinese sportswear label Li-Ning.
Steph Curry’s new sneaker endorsement deal with Li-Ning brings his Curry Brand label to the Chinese brand. Included in the 10-year deal is a line of basketball shoes, athleisure lifestyle wear, a full golf line and the ability to sign athletes to his Curry Brand. The deal is reportedly worth over $400 million.
“The next stage is set. This is bigger than a shoe deal. Bigger than a signature series. This is the partnership of a lifetime,” said Curry in an announcement video. “The future of Curry Brand will be powered by a company truly rooted in sports and innovation. A partner dedicated to creating quality products, with sneakers that I believe in, that will continue to deliver at the highest level.”
Throughout his sneaker free agency, Curry ended up playing in Li-Ning and Dwyane Wade’s sub-label with Li-Ning, Way of Wade, 21.2% of the time. Ahead of the two was Nike, which was worn by Curry 42.4% of his free agency. Other brands included ANTA (18.2%), which was reportedly in the final running to sign Curry, his own Under Armour Curry label (15.2%), and adidas (6.1%).
His most worn Li-Ning/Way of Wade shoe was the Way of Wade 12, which he played in four times. Next was the Li-Ning JB 3, worn twice, and the JB 4, once, both of which are signature sneakers of his Golden State Warriors teammate Jimmy Butler.
Expect to see Steph Curry and Li-Ning unveil product over the coming months, leading up to the start of the next NBA season in October. Who knows if his own signature sneaker is coming before then, but we’ll all have to wait and see what the two cook up. As we find out more information, we’ll keep you updated via the Sole Retriever mobile app.
Sneakerhead from South Florida who turned his passion into a career. When not writing for Sole Retriever, I enjoy watching films and discovering music. Follow me on Letterboxd @nickvlah For tips, reviews, or any shoes in a size 13, email nick@soleretriever.com
As part of Steph Curry’s deal with Li-Ning, Curry Brand stores will be built in the United States and China 🇺🇸🇨🇳
BREAKING: Steph Curry has signed a 10-year endorsement deal with China’s Li-Ning ✍️ 📝 @ShamsCharania
