Stephen Curry signs new shoe deal with Chinese company Li-Ning after Under Armour split

Stephen Curry finally has his new shoe deal.

Curry signed a massive 10-year shoe endorsement contract with Chinese company Li-Ning on Monday, according to ESPN’s Shams Charania. While it’s unclear how much the deal is worth, Curry’s deal will include basketball deals, athleisure, a full golf line and the ability for him to sign other athletes under his brand in the future. Curry confirmed the partnership on Instagram, too.

Curry has been a sneaker free agent since his shocking split with Under Armour last year. The two sides split in November, ending a 12-year partnership that saw Curry quickly become one of the main faces of the company. Curry was previously at Nike before he joined Under Armour in 2013.

Curry and Under Armour launched the Curry Brand in 2020, and Curry eventually took over as president of that brand, which was later separated from the company in their split. Curry received significant Under Armour stock when he signed a new long-term deal with the company in 2023, too. Curry was one of just a handful of NBA players with lifetime shoe deals. Both LeBron James and Kevin Durant have lifetime contracts with Nike, and Damian Lillard has a similar deal with Adidas.

Curry just wrapped up his 17th season in the league this spring. The 12-time All-Star averaged 26.6 points and 4.7 assists per game last season, though he appeared in just 43 games while dealing with a lengthy right knee injury. The Warriors went 37-45 and missed the playoffs for the second time in three years.

Li-Ning was founded in 1990 by former Olympic gymnast Li Ning. The company has signed several NBA players in the past, including former Cleveland Cavaliers guard Damon Jones back in 2006. Jimmy Butler, Dwyane Wade, Fred VanVleet, D’Angelo Russell and CJ McCollum all have had deals with the company, too.

While Curry is undoubtedly nearing the end of his playing career — he signed a one-year, $62.5 million extension to remain with the organization through the end of next season, when he’ll be 39 years old — his brand now has a new home for the foreseeable future.