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SOURCE: bet.com
Golden State Warriors guard Stephen Curry has landed a new footwear home, ending his months as a sneaker free agent. The four-time NBA champion has agreed to a 10-year partnership with the Chinese sportswear company Li-Ning, a move that comes nearly seven months after he parted ways with his longtime corporate partner, Under Armour.
The agreement marks a fresh chapter for Curry Brand, the sub-label Curry originally established under his previous contract back in 2020. By partnering with Li-Ning, the brand aims to expand its international presence and extend far beyond basketball, developing dedicated lines for both golf and everyday lifestyle apparel.
Since leaving his previous deal late last year, Curry spent months testing out different options on the court. He kept fans guessing by rotating through pairs from Nike, Jordan Brand, and Adidas during games, while also testing out Li-Ning models before making his final choice.
In a personal letter sharing the news, Curry mentioned that trying out the signature sneakers of Miami Heat icon Dwyane Wade and current Miami star Jimmy Butler really helped steer his final choice. Both players are major faces for the Chinese company. Curry noted that he came away impressed by the comfort, quality, and performance of the footwear while playing in them during his free agency.
The partnership represents a significant transition in the athletic apparel business, giving Li-Ning a premier athlete to anchor its global expansion plans. Curry wore Nike during his college days at Davidson and his early professional years before making the switch to Under Armour in 2013.
