Steph Curry is no longer a sneaker free agent.
On Monday, Curry posted a video on his social media accounts announcing he was signing a lengthy deal with Chinese sneaker giants Li-Ning. The announcement comes months after the Golden State Warriors star cut ties with Under Armour, ending a run of 13 signature shoes and over a decade of contractual obligations.
Once it was known that Curry was a free agent, he was spotted wearing various brands, including Nike, Adidas, Anta, and Jordan Brand, alongside Li-Ning, where he wore teammate Jimmy Butler’s signature sneakers. With Azzi Fudd, with whom he had a close relationship, signing with Jordan Brand, there were also murmurs that Curry would follow suit.
• Donald Trump pictured at golf course as he has meltdown aimed at judge’s wife
• Chicago Cubs hero explodes with rage at female White Sox fan in ugly incident
Instead of signing with Nike, Adidas, or Jordan Brand, Curry opted to sign with the Chinese sportswear giants. ESPN’s Shams Charania reported that Curry’s deal is for 10 years and the Curry Brand will extend to basketball products, athleisure, a full golf line, and the ability to sign athletes under his brand.
Curry’s ability to sign athletes to his brand was an aspect seemingly unafforded to him at Under Armour, with the company failing to sign Fudd being one of the main points that rubbed him the wrong way. What’s more, BR Kicks, Bleacher Report’s sneaker affiliate, reports that the 38-year-old will have full ownership of his “Splash” logo which was featured in his final five sneakers with the brand.
Though the rights are currently registered under Under Armour, ownership rights will transfer to Curry in due time. In a video posted to his social media accounts, Curry explained what went into his decision to sign with Li-Ning rather than other well-known American brands.
Curry was spotted wearing Li-Ning throughout the 2025-26 NBA season during his sneaker free agency -Credit:Photo by Eakin Howard/Getty Images
“The next stage is set,” the NBA star began. “This is bigger than a shoe deal, bigger than a signature series. This is the partnership of a lifetime.
“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. The future of Curry Brand is with Li-Ning.
“And it starts with Mr. Li Ning himself, an athlete founder who’s built one of the world’s most premium sportswear brands over the last 35 years.
“Together, we will continue the Curry Brand mission with stories, platforms, and products that will inspire the next generation around the globe and change the game for good.”
• Azzi Fudd signs deal with sportswear powerhouse after Steph Curry drama
• Steph Curry explains Nike and Kobe Bryant move after 13-year partnership ends
With Curry signed, he joins an NBA roster that includes Butler, CJ McCollum, D’Angelo Russell, and Fred VanVleet. One of the brand’s biggest endorsers is former Miami Heat star Dwyane Wade, who wore the brand during his NBA career and even has his own product line.
Li-Ning is also planning to build Curry Brand stores around the United States and in China, according to ESPN.
It remains to be seen when Curry’s first sneaker with the brand will release, though it was reported that one of the reasons the Warriors star chose the Chinese powerhouse was the fact that he felt comfortable while playing in Butlet and Wade’s signature sneakers.
For now, one of the most prolific sneaker free agency periods has come to an end, with Nike and Adidas missing out on the biggest free agent in years.