Steph Curry's Li-Ning era is officially underway with a new logo and shoe. The announcement via HYPEBEAST signals Curry's move from Under Armour to the Chinese sportswear giant.
Key facts
- Steph Curry signed with Li-Ning, leaving Under Armour
- New logo features stylized 'SC' design
- Shoe shown uses Li-Ning 'boom' cushioning technology
- No release date or pricing announced
- Li-Ning also sponsors Dwyane Wade and Jimmy Butler
Steph Curry has officially launched his partnership with Chinese sportswear brand Li-Ning, unveiling a new logo and shoe. The announcement came via a social media post from HYPEBEAST, which shared a video of Curry with the new branding. According to @hypebeast, the post simply stated "New logo, new bag" alongside the video.
The move marks a significant shift for Curry, who spent his entire NBA career with Under Armour, including signature shoe lines and apparel. Li-Ning, founded by Olympic gymnast Li Ning, has aggressively expanded its basketball presence, signing other NBA stars like Dwyane Wade and Jimmy Butler. The financial terms of Curry's deal with Li-Ning were not disclosed.
Key Takeaways
- Steph Curry launched his Li-Ning era with a new logo and shoe, marking his move from Under Armour to the Chinese brand.
- No financial terms were disclosed.
What's New
Curry's new logo features a stylized "SC" design, replacing the Under Armour branding he wore since 2013. The shoe shown in the video appears to be a low-top model with Li-Ning's signature "boom" cushioning technology. No release date or pricing has been announced for the shoe.
Why It Matters
Curry's move to Li-Ning represents a major coup for the Chinese brand, which has been building its basketball credibility. For Curry, the deal likely offers significant financial upside and a new market in China, where Li-Ning has strong retail presence. The partnership could also signal a broader trend of NBA stars moving to Chinese brands as the market for signature shoes becomes increasingly competitive.
What to watch
Watch for the official release date and pricing of Curry's first Li-Ning signature shoe, likely in the next 6-12 months. Also watch for how Under Armour responds—whether they launch a competing Curry line or pivot their basketball strategy.
