Steph Curry Reveals How Two NBA Stars Influenced Curry Brand’s Li-Ning Partnership

Curry was seen rocking Wade’s Li-Ning Way of Wade 12 LUX during the Warriors vs. Houston Rockets game in the first week of April. He also wore Butler’s signature shoe, “Snake Spirit” Li-Ning JB 3, in December, just the next month after his breakup with Under Armour.  

Jimmy Butler signed with Li-Ning in 2020, adding to the list of growing stars associated with the brand. Wade had signed with the brand in 2012 when Li-Ning was still struggling to make its name in the industry.

Curry first signed on as a Nike athlete in 2009, but then signed a long-term deal with Under Armour in 2013. This helped the Curry Brand achieve unprecedented success before UA and Curry parted ways in November 2025.

It is a long-term partnership between Curry and the Chinese brand. According to the statement, the partnership will start with basketball but is not limited to one sport. He said that their partnership will also explore areas of cooperation and expand into lifestyle. 

Li-Ning and Steph Curry’s Global Plans

Former Chinese gymnast and billionaire Li Ning founded ‌the sportswear brand in 1989. It has seen exponential market growth in the last few years, thanks to its growing presence in the NBA. 

In 2006, the brand signed its first NBA athlete, Damon Jones, who was then playing for the Cleveland Cavaliers. The brand gained more exposure after signing athletes like Wade, Butler, CJ McCollum, and Fred VanVleet. 

Stephen Curry is their biggest signing so far.

Given Curry’s global recognition, it could significantly increase Li-Ning’s profile among global basketball fans. Curry and Li-Ning are already planning to expand the brand’s reach in the US market.

“I consider it a proud privilege to be able to use my platform to help Mr. Li Ning and his teams bring their innovation to the US. …We have plans to launch Curry Brand stores together in China and the US, as we look to build on the success that Li-Ning has already established, with even more growth,” Curry added in his statement.

If Li-Ning can capitalize on Curry’s stardom, the Nike domination of the NBA will face severe issues.