A Massive 2026 Golden State Signing Has Arrived, and it’s Not What You Think
During this offseason, the Warriors didn’t hold on until September to make league-wide headlines. While they’ve already inked the return of head coach Steve Kerr, one of their players created an even bigger news explosion. In 2013, Stephen Curry’s reputation led to an eventual long-standing relationship with Under Armour, where the athlete came up with multiple signature shoes. Starting with the ‘Curry One,’ which launched in February of 2015, the four-time champion’s partnership with UA lasted for around 12 years. After they split in late 2025, Curry searched for a new shoe sponsor and landed a monstrous deal with Chinese brand Li-Ning earlier this month.
The word ‘monstrous’ is not an exaggeration and truly describes the size of this deal. Over the course of the next 10 years, Li-Ning will pay the Charlotte native $400 million. This number is a rough estimate of the deal’s current valuation, meaning that the actual number for Curry’s profit may well exceed what’s currently listed. Making negotiations with a foreign company may have some risk, but if the two-time MVP’s vision becomes a reality, we could be looking at the next Jordan-Nike partnership.
When discussing the possible effect and evolution of this new line, it’s worth making a brief note about why Curry left behind the lifetime agreement he had with Under Armour. The athlete grew frustrated, according to reports during the initial newsbreak, with the management’s lack of investment. After he felt like the popular American brand no longer adequately supported his marketing ideas, Curry didn’t settle for the perks but decided to bet on himself. If that sounds familiar, it’s probably because that's exactly the type of player he has been on the court throughout his entire career.
So, how will the greatest shooter of all-time make an all-time splash with this new deal? While Li-Ning is indeed not based in the United States, it’s located in a place where Curry has already set foot. He has previously held basketball camps in China and actually visited there last year for those purposes. While some may call this move a gamble, I’d very much consider it a calculated risk. It’s a risk because of its nuance and unorthodox nature, but it’s calculated because it tailors to an audience that he has found recent success with.
