Stephen Curry (Image Credits: Imagn)

Stephen Curry Makes Big Announcement About Curry Brand’s Future

Originally posted on Total Pro Sports | By Kenny Nosay | Last updated Jun 2, 2026 3:28 AM ET

After parting ways with the brand Under Armor, Golden State Warriors superstar Stephen Curry has unveiled where he plans to take his Curry Brand. Spoiler alert: It’s a huge brand name in China.

While Curry was the face of the Under Armor brand, their 13-year partnership has reportedly soured. The split officially happened in November 2025, and the 38-year-old has become a ‘sneaker free agent’ since. Surprisingly, instead of signing with another company outright, Steph took his time to scour the market for his next collaboration. Finally, after months of searching, he has found the right partner: Li-Ning.

“The future of the Curry Brand will be powered by a company truly rooted in sports and innovation. The future of Curry Brand is with…Li-Ning,” Stephen Curry said in the video.

The next stage for Curry Brand is set. @StephenCurry30 Li-Ning. pic.twitter.com/l99Ak3Lzmz
— Octagon (@Octagon) June 1, 2026

That’s a surprising move from Curry’s camp, but Li-Ning already has a minor but significant presence across the NBA. Jimmy Butler and CJ McCollum are some of the names associated with the Chinese brand.

It’s also important to note that their partnership with Curry will go beyond his retirement. The deal is reportedly for 10 years. With the four-time champ’s popularity, it will surprise nobody if his shoe line continues to sell well for the next five to ten years.

Stephen Curry Has Been Wearing Different Brands Last Season

Due to Curry not being associated with any major brands this past season, he wore several shoe lines from his peers across the league. Last April, he wore a rare pair of Nike LeBron shoes, which the LA star quickly noticed.

Stephen Curry (Image Credits: Imagn)

It’s a strange thought that a star like Stephen Curry went unsigned to any major brand for most of the 2025-2026 season. It just goes to show that he and his team were extremely picky about the process. In addition, they wanted a long-term deal in which his brand could grow even if he decided to walk away from the game.

This article first appeared on Total Pro Sports and was syndicated with permission.

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