NBA star Stephen Curry ends sneaker free agency by signing a long-term, 10-year endorsement deal with China’s Li-Ning, according to multiple outlets. The deal comes after Curry ended his 13-year partnership with Under Armour, which concluded in November. Several reports describe Li-Ning as a Chinese sportswear brand that has been pursuing high-profile athletes as it seeks wider global visibility. Coverage also notes that Li-Ning receives Curry as a major basketball ambassador and that the arrangement is expected to include product development and broader brand activities. One source says the agreement involves components tied to sports culture initiatives, while another highlights Li-Ning’s potential reliance on how it positions stores, products, and marketing to achieve growth. Other outlets report that the partnership centers on expanding the “Curry Brand,” with terms described as covering basketball footwear and apparel and, in some reporting, additional lifestyle or related product lines such as athleisure and golf. Together, the articles present the same core sequence: Curry parts with Under Armour in November, then signs a decade-long sneaker and apparel-focused deal with Li-Ning.