Stephen Curry has signed a historic 10-year endorsement contract worth $400 million with Chinese sports apparel giant Li-Ning.
What happened?
The deal ends months of speculation following his split from Under Armour last November.
According to ESPN's Shams Charania, Curry's agreement ranks among the most lucrative sneaker deals in sports history.
The Golden State Warriors superstar spent 12 years with Under Armour, helping elevate the company's basketball division.
Why it matters for Stephen Curry
Curry's move to Li-Ning represents a significant shift in his business portfolio as he enters the later stages of his Hall of Fame career.
The four-time NBA champion is betting on a new global vision, with Li-Ning committed to expanding his personal brand internationally.
Curry had several offers on the table, including proposals worth more financially than Li-Ning's.
What comes next?
The 11-time All-Star averaged 24.5 points, 6.0 assists, and 4.4 rebounds during the 2025-26 season, shooting nearly 40 percent from three-point range.
At 38 years old, Curry continues to perform at an elite level, with a résumé that includes four NBA championships and two MVP awards.
The deal is a landmark victory for Li-Ning, adding one of basketball's most recognizable faces to its roster of endorsers.
For Curry, the move is about more than sneakers - it's about legacy and building a worldwide brand.
As his playing career moves closer to its final chapters, Curry appears focused on thriving long after he takes his final shot.
The Warriors icon has made over 4,000 three-point field goals, cementing his status as the NBA's all-time leader.
Li-Ning already boasts NBA stars and legends among its endorsers, but Curry's addition instantly strengthens its global footprint.
Curry's decision to partner with Li-Ning was influenced by the company's long-term commitment to his personal brand.
The Golden State Warriors will likely benefit from Curry's increased global presence, as his brand continues to grow.