On June 2, 2026, the Li-Ning brand officially announced a long-term strategic partnership with Stephen Curry and his personal brand, Curry Brand.

Diverging from the conventional endorsement model where brands pay and athletes appear, this collaboration opts for a deeper "co-creation" approach.

The Curry Brand will be integrated as an independent product line within Li-Ning's research and development, manufacturing, and global distribution systems.



It is understood that the partnership will focus on developing multi-category professional sports equipment, promoting sports culture, and connecting with the new generation of young sports enthusiasts.

The initial phase will center on basketball and golf, with plans to gradually expand into all aspects of the sports lifestyle, jointly exploring global growth pathways for both brands.

At the signing ceremony, Curry stated that the collaboration with Li-Ning stems from a profound resonance at a spiritual level.

"Mr. Li Ning is a brand founder with an athletic background. We both believe that sports can change lives and inspire the next generation," he remarked.

He specifically mentioned that after personally experiencing Li-Ning's products, their quality, comfort, and on-court performance exceeded his expectations, which was a key factor in reaching this long-term agreement.

Mr. Li Ning, founder of the Li-Ning brand and Group Chairman, expressed that Curry has redefined modern basketball in a creative way, and his spirit of continuous breakthrough and innovation aligns perfectly with Li-Ning's "Anything is Possible" brand philosophy.

"This collaboration reflects our shared dedication to professionalism, commitment to innovation, and focus on the new generation of sports participants," he said.

Public information shows that Stephen Curry is one of the most influential players in NBA history, boasting four championship titles, two regular-season MVP awards among other honors, and helping the US men's basketball team win gold at the 2024 Paris Olympics.

He launched his personal Curry Brand in partnership with Under Armour in 2020, with business spanning basketball, golf, and other areas.