After parting ways with the brand Under Armor, Golden State Warriors superstar Stephen Curry has unveiled where he plans to take his Curry Brand. Spoiler alert: It’s a huge brand name in China.

Golden State Warriors guard Stephen Curry has agreed to a ten-year sneaker deal with the Chinese sportswear brand Li-Ning. The new partners made the joint announcement with a splashy photo shoot, slick social media video, and a mission statement.

Forbes contributors publish independent expert analyses and insights. Tim Newcomb covers tennis gear/business, stadiums and shoe tech. Stephen Curry and Under Armour made their breakup official on Nov. 13, announcing that a decade-plus partnership had ended.

Stephen Curry has a new long-term shoe and apparel deal with Chinese sportswear company Li-Ning. The Golden State star's Curry Brand announced Monday the partnership to keep building Curry's global reach in basketball,

More than 70 pairs of shoes worn by Golden State Warriors superstar Stephen Curry during the 2025-26 season sold for a total of $1.7 million in a Sotheby's auction that concluded this week.

When Stephen Curry announced in November 2025 that he was stepping away from a traditional sneaker endorsement deal, the basketball world immediately recognized the move as unprecedented. But what unfolded over the next several months became far more than a sneaker free agency run.

In celebration of Stephen Curry’s new movie GOAT, his former shoe brand, Under Armour, has dropped special editions of the Curry 13, his last shoe with them. The new Curry 13 shoes dropped on Friday, Feb. 13, 2026, the same day as his GOAT movie.