Stephen Curry signs a mega deal with Li-Ning and brings Curry Brand with him

TLDR: Stephen Curry has made one of the biggest sneaker news stories of recent years: the four-time NBA champion is leaving Under Armour and has signed a 10-year deal with Li-Ning. The Curry Brand will continue to exist, is set to expand globally, and will develop basketball, golf and lifestyle products under the umbrella of the Chinese sportswear manufacturer.

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The world of trainers is undergoing a major shake-up. After 13 years with Under Armour, Stephen Curry is embarking on a new chapter with Curry Brand and joining Li-Ning under a long-term 10-year contract. According to reports, the deal is worth around €400 million and goes well beyond a traditional athlete partnership.

Particularly interesting: Curry Brand will continue to exist as an independent brand. Rather than simply acting as a signature athlete, Curry will be actively involved in building and developing the brand. Plans include basketball shoes, apparel, lifestyle products, a dedicated golf range and even the possibility of signing further athletes to Curry Brand in the future.

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A key factor in the switch was apparently Curry’s experience with Li-Ning products. During his sneaker free agency, he tested, among others, the signature shoes of Dwyane Wade and Jimmy Butler, and was impressed by their comfort, innovation and performance. His personal connection to the company’s founder, Li Ning, also played a significant role. As a former Olympic champion and successful entrepreneur, Li Ning embodies many of the values that Curry aspires to for his own brand. 

Strategically, the move also makes sense. Li-Ning has a vast distribution network with more than 7,600 stores across Asia. Both sides are already planning dedicated Curry Brand stores in China and the US to significantly expand the brand’s global presence. Curry has enjoyed enormous popularity in Asia in particular for years, giving the partnership huge growth potential. 

The deal is also seen as a milestone for Chinese sportswear manufacturers. Li-Ning is bolstering its already strong basketball portfolio with one of the most influential players of his generation, whilst simultaneously securing a complete athlete brand. This marks the beginning of a new era for Curry Brand, one that could significantly influence the sneaker and basketball industries in the coming years. 

Future releases will be available via Li-Ning, Curry Brand and selected retailers. Dedicated Curry Brand stores are also planned in China and the US. As always, it’s worth keeping an eye on Grailify for all upcoming releases and updates 😉