During his offseason visits to China, NBA star Steph Curry has announced that he will forgo his long‑standing partnership with Under Armour in favor of a new promotional deal with Chinese sportswear giant Li Ning, signaling a strategic shift toward the rapidly expanding Asian market.
The collaboration will see Li Ning debut its first basketball sneakers specifically designed for Curry, a line that draws visual cues from the signature models of Dwyane Wade and Jimmy Butler, and prominently displays Curry’s logo on both the tongue and heel in teal, pink, black and white.
Four color variations of the Way of Wade 12 and a single edition of the Jimmy Butler 4 were revealed by Beijing‑based Instagram collector @weocia, who photographed the prototypes before the official launch.
An all‑black version of the Jimmy Butler 4, featuring a tongue‑only black design that references Curry’s past ‘Dark Knight’ edition, will be offered exclusively in China, while the Way of Wade 12 and the Jimmy Butler 4 are slated for release during Curry’s Chinese tour scheduled from Wednesday through Monday.
Li Ning’s earlier summer launch of a signature golf shoe under the Curry brand demonstrates the company’s growing ambition to diversify its athlete‑endorsed product portfolio beyond basketball.
Strategic Partnership
The partnership reflects Li Ning’s intent to leverage Curry’s global brand equity and the shared history of the Golden State Warriors, where Curry and Dwyane Butler became teammates after a February 2025 trade, to cement its position among elite basketball consumers.
By aligning its sneaker designs with iconic models from Wade and Butler, Li Ning not only pays homage to the league’s legacy but also creates a sense of continuity that could attract both longtime fans and newer audiences in China.
Footwear News is monitoring the situation closely, as the upcoming release may be limited to the Chinese market, underscoring the significance of this localized launch for Li Ning’s international expansion strategy.