Curry signed a long-term, shoe endorsement deal with Li-Ning, a Chinese company, he announced Monday on social media. The agreement runs for 10 years, according to ESPN.
Jimmy Butler, Curry’s teammate with the Warriors, also has a deal with Li-Ning and is featured prominently on the company’s website. Former Warriors guard Klay Thompson has long had an endorsement contract with Anta, another Chinese company.
“This is bigger than a shoe deal, bigger than a signature series,” Curry said in a video posted on Instagram and X. “This is the partnership of a lifetime.”
Curry spent more than 12 years with Under Armour, a relationship that started in 2013 — before Curry became a two-time MVP and four-time NBA champion — and ended in November. He spent last season not-so-subtly flaunting his sneaker free agency, wearing a wide range of shoes on the court and also on the bench when he was sidelined by injury.
That included one Nike pair dubbed “Mambacita” in honor of the late Kobe and GiGi Bryant; another Nike pair supporting Sabrina Ionescu, the Bay Area native and WNBA star; throwbacks to honor Michael Jordan; and Li-Ning shoes from Butler and former Miami Heat star Dwyane Wade.
Curry later raised about $1.7 million for his charitable foundation by auctioning more than 70 pairs of shoes from this unusual free-agent period.
He ultimately landed with a sportswear and sports equipment company founded by, and named after, former Olympic gymnast Li Ning. He won six medals for China at the 1984 Summer Games in Los Angeles, including three golds.
His company entered the athletic apparel and footwear markets in 1991, according to its website.
Among other current and former NBA players who have a relationship with Li-Ning are Butler, Wade, Atlanta’s CJ McCollum and Houston’s Fred VanVleet.
“I couldn’t be more proud to build a long-term vision with Li-Ning that will fuel Curry Brand for years to come and unlock the full potential of this company on a global scale,” Curry wrote in a letter posted on thirtyink.com. “Powered by Li-Ning innovation, we’ll be proudly building Curry Brand into a future leading company that will leave its mark in Basketball, Golf and across the lifestyle space.
“We’ll aim to create game-changing products, launch elevated platforms and bring storytelling that will inspire young boys and girls around the globe. My hope is for young athletes to find the same purpose, joy and drive through sports that I’ve long enjoyed throughout this journey.”
Curry and his agent, Jeff Austin, clearly are trying to tap even deeper into the enormous market in China, where Curry is immensely popular. His letter noted Li-Ning is the basketball market share leader in China, with more than 7,600 stores throughout Asia.
Curry, 38, endured an injury-plagued season with the Warriors, playing in only 43 regular-season games. He still averaged 26.6 points, the fifth-highest average of his 17-year career.
He has one year left on his contract, though Curry has said he wants to extend his career for “multiple” seasons. That would take him into his 40s — Curry will turn 40 in March 2028.