At 38 years old, Steph Curry has made one of the biggest sneaker moves of his career. The Warriors star has joined Chinese sportswear giant Li-Ning in a long-term Curry Brand partnership, with ESPN reporting the deal is worth $400 million over 10 years.
Draymond Green is already calling the move “groundbreaking.” On his podcast, Curry’s longtime teammate pointed to Li-Ning’s China reach, Curry Brand’s global future, and the business runway waiting for Curry after basketball.
The deal that ended Curry’s sneaker-free agency
Steph Curry is officially no longer a sneaker-free agent. The Golden State Warriors star has agreed to a landmark 10-year partnership with Li-Ning, the Chinese sportswear powerhouse, in a deal reportedly worth over $400 million. It is one of the most significant endorsement agreements in professional basketball history.
The deal ended Curry’s roughly six-and-a-half-month sneaker-free agency after his Under Armour split in November 2025. It comes after his long-running partnership with Under Armour wrapped up in November 2025, closing a chapter that had started back in 2013, before Curry had won a single NBA championship.
Draymond Green did not hold back
Curry’s longtime teammate Draymond Green had plenty to say on the latest episode of The Draymond Green Show. He called the agreement “groundbreaking” and made clear that he was genuinely happy for his fellow Warrior. Green broke down in detail exactly why the deal made perfect sense for Curry right now.
“To sign a $400 million plus sneaker deal, allegedly, at 38 years old is unheard of,” Green said. He added that it speaks to the weight of the Curry name and the global presence Curry has built over his career. Green summed it up simply: “Amazing, absolutely insane.”
Why Li-Ning made the move
Li-Ning is not just another shoe brand. Founded in 1990 by former Olympic gymnastics champion Li Ning, the company was the very first Chinese sneaker brand to appear in the NBA. That happened through a 2006 deal with Cleveland Cavaliers guard Damon Jones. The brand has steadily built its basketball presence since then.
Li-Ning remains heavily China-focused, with recent reporting saying nearly 70% of revenue came from offline sales in Mainland China. Signing Curry gives Li-Ning a massive opportunity to expand into the American market while deepening its roots in Asia.
Interesting fact: Li-Ning, the man, is a legend in Chinese sports history. He lit the torch at the 2008 Beijing Olympics in a jaw-dropping ceremony that had the entire world watching.
Green points to Li-Ning’s rapid growth
Green did not just praise the dollar figure. He specifically highlighted Li-Ning’s momentum as a brand. “Well, number one, Li-Ning is one of the fastest growing shoe brands in the world,” Green said on his podcast. He pointed to the company’s global trajectory as a key reason the partnership makes long-term sense.
Li-Ning’s market share in China’s sportswear industry grew from 6% in 2019 to 9% by 2023, as domestic brands gained serious ground on Nike and Adidas. The company currently operates over 7,609 branded retail points across China, showing just how deeply embedded it is in the market.
Little-known fact: During Curry’s sneaker-free agency, he wore over 70 different pairs of shoes from various brands. He auctioned them all off for charity, raising $1.7 million in the process.
Curry’s break from Under Armour
The road to Li-Ning started with a surprising split. Under Armour and Curry officially announced their separation on November 13, 2025, ending a partnership that had redefined athlete-led storytelling in the sneaker industry for over a decade. The Curry 13, released in February 2026, was the final shoe under that collaboration.
Reports pointed to slow sales, a strategic reorganization at Under Armour, and Curry’s frustration with the brand’s lack of investment in his line as reasons for the split. What started as a career-defining partnership simply ran its course, opening the door for something new and far bigger.
What Curry gets beyond the shoes
This is not just a standard sneaker endorsement deal. The agreement gives Curry the ability to sign athletes under the Curry Brand name, launch a dedicated golf line, and open Curry Brand retail stores in both the United States and China. That level of creative and business control is rare for any athlete, let alone one still active on the court.
Green highlighted this point directly on his show. “Number two, the opportunity for him to grow the Curry brand globally, the market in China, life after basketball for him. This deal checks all of those boxes,” Green said. The 10-year length of the deal means the partnership will extend well into Curry’s post-playing career.
Curry’s on-court value still talks
One reason brands are still willing to pay this kind of money is simple. Curry can still play. He averaged 26.6 points per game during the 2025-26 season, making him one of the most productive scorers in the entire NBA at age 38. His shooting efficiency and three-point volume remain elite by any standard.
Green stressed this point too. Most major sneaker deals are signed when athletes are at their peak age, not approaching their late 30s. The fact that Li-Ning made this move now says everything about how Curry’s influence reaches far beyond what happens on a basketball floor.
A global play that goes both ways
This deal matters for both sides. Curry gains a global platform, financial security beyond his playing days, and a brand infrastructure that Li-Ning is committing serious resources to build. Li-Ning, meanwhile, gains the most recognizable shooter on the planet as its American face.
China’s sneaker market is projected to reach approximately $19.6 billion to $20 billion in revenue. Driven by a sizable population, outdoor trends, and a growing domestic running and fitness culture, the segment is expected to maintain a steady Compound Annual Growth Rate (CAGR) of 6.67% per year.
Green called it exactly what it is: groundbreaking. Few athletes at this stage of their career command this kind of investment. The fact that Curry does says everything about the brand he has built both on and off the hardwood over the last decade.
TL;DR
- Steph Curry signed a 10-year, $400 million deal with Chinese sportswear brand Li-Ning in June 2026.
- Draymond Green called the deal “unheard of” and “groundbreaking” on The Draymond Green Show.
- Curry left Under Armour in November 2025 after a 12-year partnership ended due to slow sales and strategic differences.
- Li-Ning is one of China’s fastest-growing sports brands with over $4.3 billion in annual revenue.
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This article was made with AI assistance and human editing.
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