Steph Curry has a new sneaker home.
Curry and the Curry Brand announced a long-term partnership with Li-Ning. The agreement marks “a new global chapter for the brand and a major step forward in its evolution across basketball, golf, and lifestyle.”
Also, the partnership is built around long-term brand co-creation, multi-category performance-product development, and sports-culture initiatives. Also, a “shared commitment to inspiring the next generation of athletes around the world.”
Li-Ning plans to build Curry Brand stores in the United States and in China.
In a personal letter published today titled The Future of Curry Brand, Curry called it “the partnership of a lifetime.”
“I couldn’t be more proud to build a long-term vision with Li-Ning that will fuel the Curry Brand for years to come,” Curry wrote. ‘And unlock the full potential of this company on a global scale. Powered by Li-Ning innovation, we’ll be proudly building the Curry Brand into a future leading company that will leave its mark in Basketball. And in Golf and across the lifestyle space.”
“We’ll aim to create game-changing products, launch elevated platforms, and bring storytelling that will inspire young boys and girls around the globe,” Curry continued. “My hope is for young athletes to find the same purpose, joy, and drive through sports that I’ve long enjoyed throughout this journey.”
CURRY’S MOVE TO LI-NING
Curry chose Li-Ning over pitches from several domestic and international brands. A major factor in his final decision was how comfortable he felt while test-driving sneakers. Two of the brand’s signature athletes: Dwyane Wade and Curry’s own Warriors teammate, Jimmy Butler, were influential in his decision,
In November, Curry split from Under Armour after a 13-year partnership. During his tenure, he was responsible for bringing the brand to the masses.
When the partnership ended, Curry was seen wearing various sneaker brands as he negotiated a new deal.