Li-Ning $400M Lifetime Deal and Brand Transition
Key Questions
What is the value of Stephen Curry's endorsement deal with Li-Ning?
Stephen Curry signed a lifetime endorsement deal with Li-Ning worth $400M, replacing his previous partnership with Under Armour.
What product categories are included in the Curry and Li-Ning partnership?
The partnership covers the Curry Brand and expands into new categories such as golf, with the recent golf shoe launch as an example.
How does the golf shoe connect to Stephen Curry's Li-Ning deal?
The Curry Brand x Li-Ning golf shoe represents the latest product launch under the $400M lifetime endorsement agreement.
Stephen Curry signed a lifetime endorsement deal with Li-Ning worth $400M, replacing Under Armour. The partnership includes Curry Brand and new product categories like golf, with the golf shoe as the latest launch. Recent sightings include Steph wearing a special Way of Wade shoe with the Li-Ning logo, and now he is hyping the Li-Ning WOW 12 and teasing more Curry Brand x Li-Ning WOW colorways for Fall 2026. Jimmy Butler's role in gifting shoes that helped facilitate the deal has been noted as a behind-the-scenes detail.