What is Li-Ning? Inside Steph Curry’s surprising new global partnership
Steph Curry expands Curry Brand with a 10-year Li-Ning partnership, marking a major global business move and new era for his off-court empire.
Steph Curry’s latest career announcement has little to do with jump shots, championships, or life inside the NBA, and yet it could have a lasting impact on his legacy long after he leaves the court.
The Golden State Warriors star has unveiled a major new chapter for Curry Brand, confirming a long-term global partnership with Chinese sportswear company Li-Ning. The deal immediately sparked curiosity among fans, not only because of its scale, but because of what it signals about Curry’s growing influence in the global sports business landscape.
The partnership of a lifetime. pic.twitter.com/PtnTakEf4a
— Stephen Curry (@StephenCurry30) June 1, 2026
Steph Curry’s announcement
Curry revealed that Curry Brand has entered a 10-year partnership with Li-Ning, marking one of the most significant global expansions in the brand’s history. The agreement goes beyond footwear. According to the announcement, the partnership will include:
- Dedicated Curry Brand retail stores
- Expansion into lifestyle, athleisure, and golf apparel
- Greater global distribution, particularly in international markets
- The ability for Curry Brand to sign and develop athletes under its umbrella
It represents a shift from Curry Brand being primarily a signature shoe line under Under Armour to a broader global sports and lifestyle brand.
What is Li-Ning?
Li-Ning is a major Chinese sportswear company founded by Olympic gymnast Li Ning. Over the past two decades, it has grown into one of the most influential athletic apparel brands in Asia, competing directly with global giants like Nike and Adidas in key international markets.
The company has already established a strong footprint in basketball culture, most notably through its long-running partnership with NBA legend Dwyane Wade, who helped elevate its visibility in the United States.
Today, Li-Ning is more than just a regional brand. It is a global sportswear player with deep influence in China’s massive basketball market and growing international ambitions.
At 38 years old, Curry remains the face of the Golden State Warriors, but he is also increasingly operating as a global business figure. Curry Brand has already established itself within Under Armour’s ecosystem, but this partnership with Li-Ning signals a bigge4r push into international markets and lifestyle categories.
It also places Curry at the center of one of the most competitive arenas in sports business: the global sneaker and apparel industry.
For now, Curry remains under contract with the Warriors and continues to be the franchise’s cornerstone on the court. But off the court, this latest move shows how his influence is expanding far beyond the NBA. The Li-Ning partnership gives Curry Brand a new platform, new market reach, and a longer runway to grow into a global sports label rather than just a signature basketball line.
As Curry continues to balance late-career NBA expectations with long-term business decisions, this deal may end up being one of the most important off-court moves of his career, even if it doesn’t involve a single possession on the floor.
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