Steph Curry ‘Auditioned’ New Shoe Partners: Li-Ning Gets $400M Starring Role
Tuesday, June 2, 2026 at 04:44PM By Barry Janoff
June 2, 2026: Ever since mutually parting ways this past November with 13-year shoe partner Under Armor, Stephen Curry of the Golden State Warriors has been wearing a variety of other brands seeking a new alliance.
Many of those game-worn shoes from the past season ended up autographed and in an auction overseen by Sotheby’s that garnered $1.7 million, with proceeds supporting the Eat. Learn. Play. Foundation founded Stephen and Ayesha Curry.
Now, Curry has a new co-star.
Curry said he has signed a deal with China-based Li-Ning, which will build his Curry Brand in the U.S. and China with signature shoes, basketball products and athleisure lifestyle wear.
Financial terms were not shared, but were put at $400 million over ten years, according to industry analysts.
“The next stage is set,” Curry said in a video posted to his Instagram platform. This is bigger than a shoe deal, bigger than a signature series. This is a partnership of a lifetime.”
According to Curry there will also be a golf line and the ability for him to recruit other athletes. He also said there are plans to launch Curry Brand stores in the U.S. and China.
Li-Ning was founded in 1990 by former Olympic gymnast Li Ning. Among those on the roster are Curry’s Golden State Warriors teammate Jimmy Butler and NBA Hall of Famer Dwyane Wade.
“The future of Curry Brand will be powered by a company truly routed in sports and innovation,” said Curry in his video. “A partner dedicated to producing quality products with sneakers that I believe in. That will continue to deliver at the highest level.
“The future of Curry Brand is with Li-Ning. Together we will continue the Curry Brand mission, the stories the platform the products that will inspire the next generation around the globe.
“And change the game for good.”
“The Stephen Curry Collection: My Sneaker Free Agency” auction, which was open for online bidding from April 13-28, drew more than 400 bidders from nearly 30 countries, with a total of 2,350 bids placed, according to Sotheby’s.
The collection featured more than 70 sneakers worn by Curry during the 2025-26 NBA season, “including games, tunnel walks and pre-game warm-ups.”
They included shoes Curry wore during a game on Nov.14 against the San Antonio Spurs, theNike Kobe 6 Protro "Mambacita," a colorway honoring Kobe Bryant and his daughter Gianna, produced in partnership with Vanessa Bryant.
During the season, he also wore Li-Ning shoes subsequently autographed by Jimmy Butler and Dwayne Wade that were part of the auction.
After the auction, Curry said via Sotheby’s, “This whole journey started as a way to have some fun with the game and tell stories through what I was wearing every night, but it turned into something much bigger than I ever expected.
“Seeing the response from fans and collectors around the world, and knowing that every pair is now going on to have a life beyond me, is really special. What means the most is that this moment is creating real impact off the court through Eat. Learn. Play., and that’s always been the goal.”
Last month, someone paid more than $9 million on eBay to have lunch with Curry and investor Warren Buffett inn Buffett’s hometown of Omaha
The auction supported the GLIDE Foundation homeless charity in San Francisco and Curry’s Eat.Learn.Play. Foundation
The Eat. Learn. Play. Foundation supports children’s well-being by providing access to nutritious meals, quality reading resources and opportunities to play.
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