HOUSTON, TEXAS – MAY 04: Stephen Curry #30 of the Golden State Warriors reacts against the Houston Rockets after making a shot during the fourth quarter in Game Seven of the Western Conference First Round NBA Playoffs at Toyota Center on May 04, 2025 in Houston, Texas. NOTE TO USER: User expressly acknowledges and agrees that, by downloading and or using this photograph, User is consenting to the terms and conditions of the Getty Images License Agreement. (Photo by Tim Warner/Getty Images)
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Steph Curry is on the move.
After spending 12 years repping Under Armour, the four-time NBA champion and Golden State Warriors star has signed a 10-year deal with Chinese sportswear brand Li-Ning.
“This is the partnership of a lifetime,” Curry, 38, said in a video announcement, adding “the future of Curry Brand is with Li-Ning.”
It wasn’t immediately clear what the deal means for Davidson College, where Curry attended school and has been supporting their athletic programs.
Curry was the sixth highest-paid athlete in the world, per Forbes, at $124.7 million.
The partnership is built around long-term brand co-creation, multi-category performance product development, sports culture initiatives and a shared commitment to inspiring the next generation of athletes around the world.
The partnership brings together two athlete-founded visions: Curry’s ambition to build Curry Brand into a global sports company, and Li Ning’s legacy as an Olympic gold medalist, entrepreneur and founder of one of the world’s leading sports brands.
Curry also said that after playing in Dwyane Wade and Jimmy Butler’s Li-Ning sneakers earlier this year, he saw firsthand how the brand could deliver on the innovation, design and performance he wants Curry Brand to stand for.
Looking ahead, Curry Brand and Li-Ning’s partnership will start with basketball and extend into golf and lifestyle, with plans to open Curry Brand stores in China and the U.S. as the brand expands its global footprint.