Steph Curry says his decision to leave Under Armour after more than a decade was driven by his long-term vision for Curry Brand and the opportunities he believes are possible with Li-Ning.
Curry discussed the end of his partnership with Under Armour while reflecting on the next stage of his business career, describing the 13-year relationship positively while explaining why the time had come for a change.
“I think it was a great run,” Curry said. “Under Armour had a great experience over the 12, 13 years I was there, developed Curry Brand underneath.”
Curry and Under Armour mutually ended their partnership in November 2025 after 13 years. The split opened the door for Curry to explore his next footwear and apparel partnership before he ultimately signed a reported 10-year, $400 million-plus deal with Li-Ning in June 2026.
For Curry, the decision was about building something that could extend well beyond basketball.
“For me is looking at the longevity and legacy of what I think is possible not just here in the US but globally, across basketball, golf, lifestyle and training,” Curry said. “And Li-Ning has been unbelievable partner.”
The agreement gives Curry the opportunity to expand Curry Brand across multiple categories, including a signature basketball shoe line, golf products, lifestyle apparel and training products. Plans also include Curry Brand retail stores in the United States and China.
Curry said the process of selecting his next partner was extensive, with product quality ultimately playing a major role in his decision.
“I tried literally everything and there was a reason that Li-Ning stood tall at the end cause the product kind of reigned supreme,” he said.
Curry also emphasized that his departure from Under Armour was not driven by resentment toward the company. Instead, he described the separation as a mutually beneficial business decision.
“It was mutual,” Curry said. “Sometimes good things do come to an end. Making sure that everything the way that the business is set up is in benefit of both sides.”
The Golden State Warriors star said he has no regrets about how his Under Armour partnership unfolded and remains focused on the legacy he wants to build with Curry Brand.
“I don’t have any regrets about anything that happened,” Curry said. “Everything does happen for a reason.”
Curry’s Under Armour partnership began during his early NBA career and coincided with the transformation of his profile into one of the league’s most influential stars. He has averaged 24.8 points, 6.3 assists and 4.7 rebounds over 17 NBA seasons while earning four championships, two MVP awards and multiple All-NBA selections.
Now 38, Curry is entering a new phase of his career with Li-Ning, with his first signature shoe under the partnership expected to debut in early 2027.
Curry said the broader objective is to take the mission behind his brand beyond the basketball court.
“I was able to take Curry Brand and our mission to change the game not just on the court but off and all the ways that I know I can authentically do it,” Curry said. “Li-Ning’s been a great partner too.”
