Stephen Curry has once again defied expectations by signing with Chinese sportswear brand Li-Ning, a move that surprised many in the basketball world.

The Golden State Warriors star made a similar unconventional choice years ago when he chose Under Armour over giants like Nike and Adidas.

Curry had been a sneaker free agent throughout the 2025-26 season, publicly trying out different brands and showcasing an impressive collection along the way.

The four-time NBA champion took to his Thirty Ink site to explain what ultimately drew him toward the Chinese brand and away from more prominent Western alternatives.

“Throughout my sneaker free agency, I was impressed by the quality, comfort and performance of Li-Ning’s shoes,” Curry wrote in his statement.

“It was during that time playing in Dwyane Wade and Jimmy Butler’s sneakers, that I knew that Li-Ning could be the right partner that can deliver on the innovation and design that I want Curry Brand to stand for.”

Li-Ning operates over 7,000 stores across Asia, though the brand has yet to establish a significant foothold in Western markets.

The brand already counts CJ McCollum, D’Angelo Russell, and Fred VanVleet among its roster of NBA-affiliated athletes.

Curry is expected to serve as the face of Li-Ning’s global push following this agreement, representing a major step up in ambition for the brand.

The partnership will also extend beyond basketball, with Li-Ning helping Curry develop a separate line of golf apparel catering to his well-known passion for the sport.

This decision continues a pattern for Curry, who has consistently prioritised performance and innovation over commercial recognition throughout his career.

His previous major sneaker partnership with Under Armour did not produce the commercial results many anticipated in the United States, making this latest gamble all the more intriguing to watch unfold.

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