Stephen Curry has a new long-term shoe and apparel deal, and it is not with an American company.
The Golden State Warriors star signed with Chinese sportswear company Li-Ning, his Curry Brand announced Monday, according to the Associated Press. The partnership covers basketball, golf, and lifestyle, and the two sides say they will collaborate on brand creation, product development, and sports culture initiatives.
Curry and Li-Ning described the deal as built around what they called a shared commitment to inspiring the next generation of athletes around the world. Curry called it "the partnership of a lifetime."
The 38-year-old parted ways with Under Armour last November after more than a decade with the brand. Following that split, Curry spent the rest of the season wearing a rotating selection of shoes, pulling pairs almost nightly from a large crate parked beside his locker at Chase Center. During that stretch, he wore Li-Ning shoes previously associated with both Dwyane Wade and his teammate Jimmy Butler, a process observers described as sneaker free agency.
Li-Ning has grown its basketball presence in recent years through partnerships with other NBA players and a strong foothold in the Chinese market. Adding Curry, one of the most globally recognized players in the sport, significantly raises the company's profile in international basketball.
