Stephen Curry Signs With Li-Ning After Under Armour Split

CNBC reported Tuesday that Golden State Warriors star Stephen Curry has struck a partnership deal with Chinese sportswear company Li-Ning. The agreement covers product development, sports culture initiatives, and plans to open dedicated Curry Brand stores in both the United States and China. Financial terms were not disclosed.

A Global Footprint for Curry Brand

Curry outlined the strategic reasoning in a public letter. He described Li-Ning as a partner capable of delivering the innovation and design standards he wants Curry Brand to represent. The basketball star said the alliance will give the brand a broader resource base and a genuinely international presence. “The future of Curry Brand is with Li-Ning,” Curry wrote, signaling a long-term commitment rather than a short-term licensing arrangement. Li-Ning shares edged up 0.2% following the news. The company did not immediately respond to CNBC’s request for comment.

Background: End of the Under Armour Era

The Li-Ning deal follows a high-profile departure. Curry and Under Armour announced in November 2025 that they were winding down a partnership that had defined much of his off-court commercial identity for years. Curry Brand launched under the Under Armour umbrella in 2020 and quickly became one of the more recognizable athlete sub-brands in basketball. The split left the label without a manufacturing and distribution backbone, making a replacement partnership a clear priority.

About Li-Ning

Li-Ning was established in 1990 by the Chinese Olympic gymnast of the same name. The company now operates more than 7,600 retail locations globally, including flagship and factory outlet formats, according to its most recent annual report. It also holds official partner status with the Chinese Olympic Committee, giving the brand deep institutional ties across Chinese sport. That infrastructure represents a meaningful distribution advantage for any athlete brand seeking visibility in the world’s largest consumer market.

Curry’s Broader Business Portfolio

Basketball is only one dimension of Curry’s commercial life. He runs Thirty Ink, a holding company encompassing production firm Unanimous Media, bourbon label Gentleman’s Cut, and marketing consultancy 7k. The Li-Ning partnership adds a significant consumer goods pillar to that portfolio, one with cross-border retail ambitions that his previous deal lacked.

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