Stephen Curry’s $400 million deal with Li-Ning — he rejected a larger offer

Stephen Curry’s New Sneaker Deal Valued at Over $400 Million

Stephen Curry has secured a substantial sneaker deal, as reported by Shams Charania from ESPN. Curry has signed a 10-year sponsorship agreement with the Chinese sportswear company Li-Ning, worth more than $400 million. This agreement marks a significant step in the evolution of the Curry brand, moving beyond just basketball shoes to a broader business venture.

Interestingly, this isn’t even the highest offer Curry received. Sources indicate that he had options from other brands that included even more lucrative financial commitments. Ultimately, he opted for Li-Ning, believing it aligned best with his long-term aspirations for his brand.

The deal encompasses not just basketball shoes but also apparel, athleisure products, and even an exclusive golf line. Plus, Curry will have the opportunity to sign both male and female athletes under his brand.

Li-Ning intends to launch Curry-branded retail stores in the U.S. and China, which could provide Curry, a four-time NBA champion, with a platform that reaches far beyond the basketball court.

This decision comes after a well-publicized search for a new partnership following Curry’s departure from Under Armor, where he had a 13-year relationship. While Curry expressed gratitude for Under Armor, there were whispers of dissatisfaction regarding what many perceived as underinvestment amid declining valuations.

After parting ways, Curry became one of the most sought-after figures in the sneaker industry. During the 2025-26 season, he made headlines by wearing various brands, even donning Nike Kobe 6 “Mambacita” sneakers during a Warriors’ road trip to San Antonio.

According to Charania, comfort was a key factor in Curry’s final choice. He tested signature models from his teammate Jimmy Butler and NBA legend Dwyane Wade, both notable Li-Ning endorsers.

With over $400 million in play over the next decade, Curry is banking on Li-Ning to elevate the Curry brand from a successful niche line to a global sports and lifestyle leader.