Golden State Warriors superstar Stephen Curry has made his next major career move off the court, agreeing to a 10-year endorsement deal with Chinese company Li-Ning.

Curry and Under Armour had parted ways in November after 12 years together, leaving one of basketball’s biggest endorsement partnerships without a home.

The Golden State Warriors star announced the new partnership in a video released on social media on Monday, generating immediate widespread attention.

Curry described the agreement as the “partnership of a lifetime,” signalling just how significant he views this new chapter in his commercial career.

According to details obtained by ESPN’s Shams Charania, the deal will allow Curry to sign athletes under his own brand as part of the arrangement.

The partnership also includes a golf line, further expanding Curry’s commercial footprint beyond basketball into other sporting categories.

The Li-Ning deal extends Curry’s existing Curry Brand venture on a global scale, broadening the reach of his personal brand internationally in a significant way.

Part of Curry’s decision to choose Li-Ning was reportedly influenced by his impression of the comfort of shoes already worn by Warriors teammate Jimmy Butler.

Curry was also impressed by the Li-Ning footwear worn by Dwyane Wade and CJ McCollum, which factored into his decision to partner with the Chinese brand.

Li-Ning itself was founded by Li Ning, a famous Chinese gymnast who won six gold medals at the 1984 Olympics in Los Angeles, giving the brand a storied history.

Curry had previously left Nike in 2013 to sign with Under Armour, and this latest move represents another bold commercial decision that could have a significant global impact.

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