The wait is over. After Stephen Curry split from his longtime shoe sponsor Under Armour in November (taking his Curry Brand shingle along with him), sneakerheads were left wondering where the generational NBA superstar would set up shop next. Was a return to Nike, the brand he began his pro career with, in the cards? Would he go across the street to Adidas, or perhaps link up with the hoops upstarts at New Balance? And most importantly: After years of lackluster kicks at UA, would the Chef finally get a signature model worthy of his magnetic personality and landscape-altering talent?
Now, following a season spent rocking a slew of cult classics from across the basketball-shoe spectrum (many of which he recently auctioned off to support his foundation), the Golden State Warriors icon has finally given us a definitive answer: Steph Curry is officially a Li-Ning man, penning a reported $400-million, 10-year contract with the Chinese sportswear giant.
If you’re surprised Curry didn’t link up with any of the other more obvious names in the game, don’t be. While the Swooshes and Stripes of the world battle to sign younger stars like Victor Wembanyama and Anthony Edwards, who have many years of upside still ahead of them, Chinese companies like Li-Ning and Anta have become a frequent landing spot for established vets looking to maximize value on the back nine of their careers: both Kyrie Irving and Curry’s old running mate Klay Thompson have signature lines at Anta, while Jimmy Butler and the retired Dwyane Wade are longtime Li-Ning signees. It’s a win-win for both sides: The brands get to associate themselves with genuine NBA legends; the players, in turn, get the lucrative contracts they’re seeking and a chance to grow their global footprints.
Curry, it should be said, is a different beast altogether than any of the names we just mentioned. While the 38-year-old is certainly closer to the end than the beginning of his playing days, Steph remains appointment viewing and a hugely influential figure in the sport—one who could still be the centerpiece of a viable championship squad. The brand is under no illusion that he’ll spend the full decade of his contract in the NBA, but if he gets a few more seasons in and maybe one last legit run at the title in Li-Ning shoes? That changes the game for them.
For Curry’s part, the deal sets him and Curry Brand up for the future. As reported by ESPN, Curry has the option to sign other players to Li-Ning under the Curry Brand banner, allowing him to shepherd in a new generation of signature players. Li-Ning might not hold a ton of weight with the next crop of NBA and WNBA draftees, but getting the chance to craft a signature sneaker with Steph Curry? That might do the trick. Li-Ning also plans to open standalone Curry Brand brick-and-mortar stores in North America, and notably plans to launch a golf division (Steph famously loves hitting the links more than any hooper alive).
The only question left, of course, is whether Curry Brand’s Li-Ning era will deliver Steph’s first actually-good signature sneaker. After playing the most electric basketball on earth in lifeless Under Armour nurse shoes, will we finally get a Steph model worth wearing? The jury is out. Wade’s Way of Wade series, Li-Ning’s most notable hoops line thus far, has earned plaudits for their performance on the court but hasn’t quite broken through among style-minded collectors. Perhaps the sizable opportunity here will help Curry and Li-Ning reach new heights of design.
Only one thing’s for sure: No matter what happens, like everything else Curry does, this next sneaker chapter is going to be worth watching.
