Stephen Curry Signs 10-Year Deal With China's Li-Ning After Parting Ways With Under Armour

Stephen Curry has signed a 10-year endorsement contract with Chinese sportswear company Li-Ning. The agreement ends a recruitment process that began after Curry split from Under Armour following a 13-year partnership. Curry and Under Armour announced a mutual parting in November, with Curry expressing gratitude in the announcement.

Curry announced the end of his sneaker free agency on Monday through a social media post. Industry sources told ESPN that the deal is for 10 years, though terms were not disclosed publicly. The agreement includes basketball products, athleisure lifestyle wear, the ability for Curry to sign male and female athletes under his brand, and a full golf line, ESPN reported.

Li-Ning plans to build Curry Brand stores in the United States and in China. Curry opted for Li-Ning over other pitches from American and foreign companies. One factor in his decision was his comfort while testing the shoes of two Li-Ning signature athletes: Jimmy Butler, his fellow Warriors teammate, and Dwyane Wade.

Curry's agent, Jeff Austin, finalized negotiations in recent days. Curry immediately sparked a high-profile recruitment during a Warriors road trip in San Antonio, wearing Nike Kobe 6 "Mambacita" sneakers to warm up pregame and trying various brands over the following months.

Industry sources said there was growing frustration about underinvestment from a brand decreasing in valuation during the final period of the Under Armour partnership.