Stephen Curry Partners With Li-Ning in Major Apparel Deal Following Under Armour Exit

Stephen Curry has completed a significant endorsement agreement with Li-Ning, the Chinese apparel manufacturer that faced a U.S. ban in 2022.

The 38-year-old Warriors point guard ended his 13-year partnership with Under Armour last November before finalizing the new contract. The deal spans 10 years and encompasses basketball footwear, athleisure collections, opportunities for Curry to sign male and female athletes under his personal brand, and an extensive golf product line, according to ESPN.

Li-Ning has faced scrutiny from U.S. government officials and international human rights organizations, who have raised concerns about the company's connection to forced labor allegations. An investigation conducted by The Bureau of Investigative Journalism, The New York Times, and Der Spiegel connected over 100 global brands to labor transfer schemes in Xinjiang that relocate ethnic minorities across China to work in eastern manufacturing facilities. The Pulitzer Center reported that Anta, Li-Ning, and 361 Degrees are among brands with direct ownership stakes in production sites linked to these human rights concerns.

Curry cited his positive experience testing Li-Ning shoes as a factor in his decision, noting his familiarity with the brand through fellow Warriors teammate Jimmy Butler and retired NBA legend Dwyane Wade, both of whom have signature athlete partnerships with the company.

In a social media announcement, Curry described the partnership as transformative for his brand. "This is bigger than a shoe deal, bigger than a signature series. This is the partnership of a lifetime," he wrote. "The future of Curry Brand will be powered by a company truly rooted in sports and innovation. A partner dedicated to creating quality products with sneakers that I believe in that will continue to deliver at the highest level."

He highlighted Li-Ning founder Li-Ning's role in building the sportswear brand over 35 years. "Together, we will continue the Curry Brand mission with stories, platforms, and products that will inspire the next generation around the globe," Curry stated.

According to Forbes, Curry's earnings reached $124.7 million as of late May.