Steph Curry's Sneaker Deal With Li-Ning Is Worth $400 Million

For over a decade Steph Curry was the face of Under Armour's sneaker line, but after ending his shoe deal with them last year, he took his time in finding a new partner. As it turns out, he got a pretty darn good deal when all was said and done.

On Monday, ESPN NBA insider Shams Charania reported that Curry signed a shoe endorsement contract with Chinese apparel company Li-Ning. Today, Charania revealed that the deal is for 10 years and worth a whopping $400 million. Charania also noted that it wasn't even the most lucrative offer he received from all of the brands who weighed in.

"Landmark: Golden State star Stephen Curry's 10-year endorsement deal with Li-Ning is worth over $400 million, industry sources tell ESPN. Curry had similar financial commitments from other brands, including at least one more lucrative offer, but chose Li-Ning to power Curry Brand," Charania wrote.

'Only' $400 million?

NBA fans were impressed by how much he got from the deal given that it's nearly as much as he's earned from the Warriors throughout his playing career. But others were unimpressed because they heard rumors that his deal would be worth over $1 billion.

"17 NBA Seasons: $470 million / 10 years with Li-Ning: $400 million," one user remarked on X.

"Steph Curry's 10-year endorsement deal with Li-Ning is worth over $400 million? Some sources reported $1 Billion though but we'd know soon," wrote another.

"Steph's made generational wealth ten times over. If he wants another championship, a hometown discount would go a lot further than another max deal," a third wrote.

"Whoever said Curry's Li-Ning deal was worth over $1 Billion was incorrect."

Curry is unlikely to play another 10 years of pro basketball (not in the United States at least). This deal will ensure that he continues to continue making bank well into his late-40s.

Will you be buying any of Curry's new Li-Ning shoes?

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This story was originally published June 2, 2026 at 1:42 PM.