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Steph Curry has ended his sneaker free agency by signing a landmark 10-year deal with Li-Ning, taking Curry Brand global and opening a new chapter off the court.
Steph Curry (X/Getty Images)
After months of speculation, sneaker teases and endless fan theories, Stephen Curry has finally revealed his next move.
The Golden State Warriors superstar announced on Monday that he has signed a long-term partnership with Chinese sportswear giant Li-Ning, ending nearly six months as one of the most closely watched free agents in the footwear world.
Curry confirmed the deal through his social media channels, describing it as a “partnership of a lifetime.”
According to ESPN’s Shams Charania, the agreement is a landmark 10-year contract that will take Curry Brand onto a global stage.
Why Curry Chose Li-Ning
During his period of sneaker free agency, Curry became a social media sensation as fans tracked every pair of shoes he wore. The four-time NBA champion tested products from multiple brands before ultimately settling on Li-Ning.
In a statement published on his Thirty Ink website, Curry explained what convinced him to make the move.
“Throughout my sneaker free agency, I was impressed by the quality, comfort and performance of Li-Ning’s shoes,” Curry wrote.
“It was during that time playing in Dwyane Wade and Jimmy Butler’s sneakers, that I knew that Li-Ning could be the right partner that can deliver on the innovation and design that I want Curry Brand to stand for.”
The connection makes sense. Dwyane Wade has been the face of Li-Ning’s basketball division since 2012, while Curry’s Warriors teammate Jimmy Butler joined the brand in 2020.
A Global Vision For Curry Brand
The deal is about far more than basketball shoes.
Li-Ning plans to expand Curry Brand internationally, with future products expected to include basketball footwear, lifestyle apparel and even golf-related merchandise — a natural fit given Curry’s well-documented love for the sport.
The partnership also gives Curry access to one of Asia’s biggest sportswear networks. Li-Ning currently operates more than 7,600 stores across the region and remains one of the leading basketball brands in China.
“I truly believe that partnering with Li-Ning will allow Curry Brand to thrive,” Curry said.
“I consider it a proud privilege to be able to use my platform to help Mr. Li Ning and his teams bring their innovation to the US.”
While details of Curry’s first Li-Ning signature shoe remain under wraps, the launch is expected to take place simultaneously in both the United States and China.
About the Author
After training in the field of broadcast media, Siddarth, as a sub-editor for News18 Sports, currently dabbles in putting together stories, from across a plethora of sports, onto a digital canvas. His…Read More
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