Golden State Warriors superstar Stephen Curry made a massive announcement on Monday, inking a 10-year sneaker deal with Chinese sportswear giant Li-Ning.
Curry joins Warriors teammate Jimmy Butler and NBA legend Dwyane Wade with the brand, and the news prompted some strong reactions from the NBA world.
Stephen Curry’s Landmark Deal With Li-Ning Prompts Strong Reactions
There was plenty of anticipation for Curry’s next sneaker partnership following the end of his deal with Under Armour in November. After a six-month recruitment process, the 38-year-old has announced he will take his Curry Brand to Li-Ning.
Curry made the announcement on social media, calling his deal with Li-Ning a “partnership of a lifetime” and saying that together they plan to “inspire the next generation around the world” and help transform the game of basketball.
“The next stage is set. This is bigger than a shoe deal, bigger than a signature series. This is a partnership of a lifetime. The future of Curry Brand will be powered by a company truly rooted in sports and innovation. A partner dedicated to creating quality products with sneakers that I believe in. A future of Curry Brand is with Li-Ning,” Curry said.
The partnership of a lifetime. pic.twitter.com/PtnTakEf4a
— Stephen Curry (@StephenCurry30) June 1, 2026
ESPN’s Shams Charania revealed that it is a 10-year deal that will encompass “basketball products, athleisure, the ability for Curry to sign athletes under his brand, and a full golf line.”
The NBA world had varying takes on Curry’s new sneaker deal. Several influencers predicted that Curry’s deal was worth a billion dollars, including one NBA2K YouTuber who wrote: “They must’ve gave him a billion dollars”
“This gotta be a billion dollar deal,” another influencer added.
PFSN’s Alex Kennedy wondered whether Curry’s deal with Li-Ning included any equity in the brand. Wade’s 2012 deal with Li-Ning reportedly included a significant stake in the company.
“WHOA. They must be giving Steph a massive payday. I wonder if he gets equity as part of this deal too,” Kennedy wrote.
WHOA. They must be giving Steph a massive payday. I wonder if he gets equity as part of this deal too. https://t.co/CklVKkdshv
— Alex Kennedy (@AlexKennedyNBA) June 1, 2026
NBA writer Claire de Lune also speculated on Curry’s possible earnings from the deal.
“I know they backed up the brinks truck for this one,” she wrote.
i know they backed up the brinks truck for this one https://t.co/73G9QRJeKW
— claire de lune (@ClaireMPLS) June 1, 2026
NBA insider Brett Siegel commented on how this deal could cement Curry’s legacy off the court worldwide.
“Essentially, Curry Brand just became globally what Jordan Brand has been for decades. This is a legacy business decision for Steph and Li-Ning,” he wrote while adding: “Steph just made a crap ton of money with this deal.”
Essentially, Curry Brand just became globally what Jordan Brand has been for decades.
This is a legacy business decision for Steph and Li-Ning. https://t.co/YElo0tzlNg
— Brett Siegel (@BrettSiegelNBA) June 1, 2026
Curry is one of the most popular and globally recognized players in the NBA and has enjoyed a legendary career with the Warriors.
The 6-foot-2 guard is a four-time NBA champion and two-time MVP who is widely regarded as the greatest shooter in league history and arguably one of the best players of all-time. This is a huge move for Li-Ning as they try to compete with Nike and the other major sneaker brands.
