Golden State Warriors megastar Steph Curry recently shook up the sneaker industry when he spurned traditional powerhouse sneaker brands like Nike and Adidas and signed a 10-year, $400-million deal with Chinese brand Li-Ning.
While the deal will continue building Curry’s extensive basketball legacy through his sneaker line, a major reason the two-time NBA MVP signed with Li-Ning was the opportunity to expand his reach in the other sport he’s passionate about: golf. Aside from basketball sneakers and apparel, Curry will also have his own performance and lifestyle golf division with Li-Ning, which he showcased at the American Century Championship.
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The four-time champion spoke to NBC Sports Bay Area about his excitement at being able to draw more people to golf through the work he will do with Li-Ning.
Golf is for everybody
The most common notion about golf is that it’s a high-brow sport that only the rich and affluent can afford to play. They aren’t wrong to assume that, given the golf clubs, specialized apparel, and high green fees, playing golf regularly can set someone back thousands of dollars.
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However, Curry shared that he hopes his partnership with the Chinese brand could bring in more people to the sport.
“Just a new energy. I think they’re an incredible innovation engine and machine that I want to tap into to. You know, obviously express my love for the game at all levels, whether you are an aspiring amateur, professional like me, or you’re just getting into the game,” Curry shared. “There’s a space out here for everybody.”
“I’m excited about that journey. That’s something that was really important for, you know, this partnership, to think about the future, not just, you know, while I’m still playing basketball, but, uh, you know, Ayesha’s getting into the game a little bit. My kids are getting into the game,” Steph continued. “So you want to have, like, an expression for everybody to enjoy themselves out here and find the fun in golf.”
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Golf for Steph isn’t just a recreational activity; he’s actually quite good at it, as evidenced by the championship he won at the 2023 American Century Championship, highlighted by the hole-in-one that he sank on the 152-yard par-3 seventh hole.
Steph gets to showcase his creativity
While traditional brands might not give their athletes much influence over how their signature lines are shaped, Li-Ning has given Curry the creative freedom to dictate how his products are presented. Steph’s wife, Ayesha, also shared her excitement for the fruits of this collaboration between Li-Ning and the Warriors icon.
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“I think what’s so great about this partnership is he’s a creative guy. He has ideas. And so I love the fact that Li-Ning is, like, giving him this creative platform to truly be able to develop and create some innovative new product,” Ayesha stated. “And so the future is, like, really bright and open, and there’s all sorts of ideas floating around.”
Steph has undoubtedly made his mark in basketball. But with his hoop career obviously on its final legs, he’s looking forward to his next chapter, which may involve golf.
Related: “I was 0 for two that week against LeBron” – Stephen Curry opens up on hanging out with LeBron James in 2009
This story was originally published by Basketball Network on Sep 3, 2026, where it first appeared in the Off The Court section. Add Basketball Network as a Preferred Source by clicking here.
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