{"id":44007,"date":"2026-06-02T16:11:55","date_gmt":"2026-06-02T16:11:55","guid":{"rendered":"https:\/\/bookingagentinfo.com\/news\/?p=44007"},"modified":"2026-06-02T16:12:13","modified_gmt":"2026-06-02T16:12:13","slug":"stephen-curry-signs-10-year-partnership-deal-with-li-ning","status":"publish","type":"post","link":"https:\/\/bookingagentinfo.com\/news\/stephen-curry-signs-10-year-partnership-deal-with-li-ning\/","title":{"rendered":"Stephen Curry Signs 10-Year Partnership Deal With Li-Ning"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Stephen Curry officially ended his sneaker free agency on June 2, 2026, signing a landmark 10-year deal with Li-Ning that expands Curry Brand globally across basketball, athleisure, and a full golf line, with the ability for Curry to sign both male and female athletes under his brand. His agent Jeff Austin of Octagon finalized negotiations.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"My New Sneaker Partner Announcement\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/J8kIZGKK-GQ?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Curry had no prior partnership history with Li-Ning before this deal. His decision came after testing the signature shoes of existing Li-Ning athletes: Warriors teammate Jimmy Butler and NBA legend Dwyane Wade, convincing him the brand could deliver the innovation Curry Brand needed. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Founded in 1990 by Chinese Olympic gymnast Li Ning, the company posted $4.3 billion in revenue in 2025, with over 98% from its domestic market, making Curry the linchpin of its U.S. expansion.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">On the court, Curry became the first NBA player in history to record 4,000 career three-pointers and ranked among just four athletes ever to earn over $100 million in endorsements in a single year, which he achieved in 2024. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">His recent off-court moves have been just as active: in May 2026, he <a href=\"https:\/\/bookingagentinfo.com\/news\/stephen-curry-partners-with-google-health-to-launch-fitbit-air-special-edition\/\" target=\"_blank\" rel=\"noreferrer noopener\">partnered with Google Health to co-design the Fitbit Air<\/a>, and in April 2026 he ran a <a href=\"https:\/\/bookingagentinfo.com\/news\/stephen-curry-partners-with-sothebys-for-my-sneaker-free-agency-auction\/\" target=\"_blank\" rel=\"noreferrer noopener\">Sotheby&#8217;s sneaker charity auction<\/a> that raised $1.7 million for charity. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">He also signed on as a <a href=\"https:\/\/bookingagentinfo.com\/news\/stephen-curry-teams-up-with-rakuten-canvvs-for-new-campaign\/\" target=\"_blank\" rel=\"noreferrer noopener\">brand ambassador for Rakuten and CANVVS<\/a> in February 2026. Curry Brand stores are planned to open across both the United States and China.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Takeaways<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This deal is bigger than a signature shoe, it&#8217;s a generational business move. As NBA insider Brett Siegel put it, &#8220;Curry Brand just became globally what Jordan Brand has been for decades.&#8221; <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Curry bypassed Nike, Adidas, and every American brand to plant his flag with a Chinese giant at a moment when U.S.\u2013China sports commerce is heating back up. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Li-Ning&#8217;s deal with Curry is expected to accelerate the brand&#8217;s opportunities in the U.S. while significantly boosting Curry&#8217;s reach in China, a market where his brand could generate revenue long after his playing days. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The structure mirrors Dwyane Wade&#8217;s own playbook: Wade joined Li-Ning in 2012, earned equity, and secured a lifetime deal. If Curry negotiated similar terms, the financial upside could dwarf even his NBA salary.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Could Curry&#8217;s move pressure other American superstars to look east for their next sneaker deal? With Li-Ning now boasting Curry, Wade, and Butler, is this the brand that finally challenges Jordan Brand&#8217;s global dominance?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Stephen Curry officially ended his sneaker free agency on June 2, 2026, signing a landmark 10-year deal with Li-Ning that expands Curry Brand globally across basketball, athleisure, and a full golf line, with the ability for Curry to sign both male and female athletes under his brand. His agent Jeff Austin of Octagon finalized negotiations. [&hellip;]<\/p>\n","protected":false},"author":10,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[27,14,11,24,176,15],"tags":[],"class_list":["post-44007","post","type-post","status-publish","format-standard","hentry","category-basketball","category-campaigns","category-endorsements","category-fashion","category-fitness","category-sports"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Stephen Curry Signs 10-Year Partnership Deal With Li-Ning<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/bookingagentinfo.com\/news\/stephen-curry-signs-10-year-partnership-deal-with-li-ning\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Stephen Curry Signs 10-Year Partnership Deal With Li-Ning\" \/>\n<meta property=\"og:description\" content=\"Stephen Curry officially ended his sneaker free agency on June 2, 2026, signing a landmark 10-year deal with Li-Ning that expands Curry Brand globally across basketball, athleisure, and a full golf line, with the ability for Curry to sign both male and female athletes under his brand. His agent Jeff Austin of Octagon finalized negotiations. 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His agent Jeff Austin of Octagon finalized negotiations. 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