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LI-NING Announces Long-Term Partnership with Stephen Curry and Curry Brand

SPORTS

6/5/20263 min read

LI-NING has formed a long-term partnership with 4x Championship titles, 2x MVP and Olympic Gold Medalist Stephen Curry and Curry Brand.

LI-NING announced a long-term partnership with 4x Championship winner, 2x MVP, and Olympic Gold Medalist Stephen Curry and Curry Brand. Built on long-term brand co-creation, the partnership will focus on multi-category performance product development, sports culture initiatives, and engaging the next generation, as LI-NING and Curry Brand move forward together to shape what's next for global sports brands.

Founder Heritage and Athlete-Centric DNA

Founded in 1990 by Mr. Li Ning, a world-renowned Olympic gymnastics champion, LI-NING is a professional sports brand shaped by an athlete's understanding of sport, performance, and long-term dedication. That foundation creates natural connection with Curry, considered one of the most influential athletes of his generation. Curry has redefined modern basketball through transformation and innovation which has inspired new generation of athletes.

The partnership is grounded in Mr. Li Ning and Curry's shared belief in sport's power and driven by strong alignment between LI-NING's and Curry Brand's vision and values. Both entities prioritize athlete-led product development where experiential testing informs innovation rather than design teams making product decisions in isolation.

Strategic Vision and Brand Philosophy Alignment

"When I think about the future of Curry Brand, I think about building something that lasts, something that continues to push the game forward and creates real impact for athletes around the world," said Curry. "That's what makes this partnership with LI-NING so exciting. Mr. Li Ning built this company from the perspective of an athlete, with the same belief that sport can change lives and inspire the next generation. I felt that in the conversations we've had and in the product I've tested. The quality, performance and innovation are real, and it instills confidence in what we can create together across basketball, golf and lifestyle. For Curry Brand, this is about growing the right way, with a partner that understands the standard we're trying to set and the good we want to do."

The messaging emphasizes values alignment over pure commercial transaction, positioning partnership as philosophical alignment where both parties share commitment to athlete empowerment and generational impact rather than transactional endorsement arrangements.

Product Quality Validation and On-Court Testing

LI-NING's technological innovation and product performance capabilities were key factors behind the partnership. Curry has experienced LI-NING basketball products directly through on-court play and product testing, providing authentic validation grounded in competitive performance contexts rather than laboratory environments.

"The quality, comfort and performance of their shoes are what impressed me the most," Curry added. "That experience gave me real confidence in LI-NING sneakers on the court, and helped me see that LI-NING could be the right partner to deliver the innovation and design I want Curry Brand to stand for."

The product-testing emphasis establishes credibility where athlete endorsement stems from genuine product experience rather than purely commercial relationship, suggesting quality standards exceed typical performance footwear category baselines.

Founder Perspective and Global Vision

"Sport has the power to ignite passion and inspire each generation to push beyond its limits," said Li Ning, Founder and Chairman of LI-NING Company. "LI-NING and Curry share a deep understanding of sport and a common commitment to performance, innovation and the next generation of athletes. We look forward to building on this partnership to keep pushing boundaries and create new possibilities for global sport."

Category Expansion and Product Development

Looking ahead, LI-NING and Curry Brand will work together to advance global development of both brands. Starting with basketball and golf, the partnership will extend into broader consumer lifestyle sport categories, bringing innovative products, diverse cultural content, and distinctive sport experiences to next generation of athletes and sports consumers worldwide.

About LI-NING Brand

LI-NING operates as a leading sports brand company founded in 1990 by Mr. Li Ning, renowned as the "Prince of Gymnastics." The brand carries inherent athlete DNA with iconic slogan "Anything is Possible" consistently shaping its journey.

With mission "Let Sports Light Your Passion," LI-NING is dedicated to serving professional athletes and sports participants. The brand focuses on core categories including basketball, running, fitness, badminton, table tennis, and sports lifestyle, while expanding into outdoor, tennis, and pickleball.

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