Stephen Curry's historic off the court deal will hopefully lead to more years in NBA

Stephen Curry has changed the game on the court for more than a decade. Now, he’s making waves off it.

According to ESPN’s Shams Charania, the Golden State Warriors superstar has agreed to a 10-year endorsement contract worth $400 million with Chinese sports apparel giant Li-Ning, ending months of speculation following his split from Under Armour last November.

The agreement ranks among the most lucrative sneaker deals in sports history and represents a significant shift in Curry’s business portfolio as he enters the later stages of his Hall of Fame career.

Curry spent 12 years with Under Armour, where he helped elevate the company’s basketball division into a legitimate competitor against industry leaders Nike and Adidas. The partnership led to the launch of Curry Brand in 2020 and produced one of the most recognizable signature shoe lines in basketball.

Now, the four-time NBA champion is betting on a new global vision.

Reports indicate Curry had several offers on the table, including proposals worth more financially than Li-Ning’s. However, sources say the Warriors guard was attracted by the company’s long-term commitment to expanding his personal brand internationally and providing greater control over future business ventures.

Curry scores big off the court with historic deal

The deal comes as Curry remains one of the NBA’s most influential figures. During the 2025-26 season, the 11-time All-Star averaged 24.5 points, 6.0 assists, and 4.4 rebounds while shooting nearly 40 percent from three-point range. Despite being 38 years old, Curry continues to perform at an elite level.

His résumé speaks for itself: four NBA championships, two MVP awards, one Finals MVP, and the distinction of being the NBA’s all-time leader in three-point field goals with more than 4,000 made threes.

For Li-Ning, landing Curry is a landmark victory. The company already boasts NBA stars and legends among its endorsers, but adding one of basketball’s most recognizable faces instantly strengthens its global footprint.

For Curry, the move is about more than sneakers. It’s about legacy.

As his playing career moves closer to its final chapters, the Warriors icon appears focused on building a worldwide brand that can thrive long after he takes his final shot.

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