Steph Curry on Li-Ning deal: Company's product reigns supreme, following brand 'free agency'

Watch on YouTube ↗  |  September 17, 2026 at 17:01  |  4:51  |  CNBC
Speakers
Steph Curry — NBA champion
Shawn Quill — Sports Industry Leader, KPMG US

Summary

Steph Curry and KPMG’s Shawn Quill appear at Bethpage Black to discuss the Underrated Golf Tour and its business and social rationale. Curry explains why he left Under Armour for Li-Ning, citing product quality and a global long-term partnership, and says he wants to remain with the Golden State Warriors. The segment is mostly a sports-sponsorship and personal-endorsement discussion with limited direct market or investment implications.

  • Steph Curry discusses the Underrated Golf Tour and its mission to expand access for diverse young golfers.
  • KPMG says the sponsorship fits its brand, culture, and youth leadership-development goals.
  • Curry explains his footwear free agency and eventual move from Under Armour to Li-Ning.
  • Curry cites Li-Ning product quality and global opportunity across basketball, golf, lifestyle, and training.
  • Curry says he wants to spend his career with the Golden State Warriors and is not focused on free agency.
  • The interview contains little direct financial or market analysis; Li-Ning is the main company-specific positive signal.
Ideas
Steph Curry NBA champion 3:15
Li-Ning product superiority drives global partnership.
After testing many brands during his footwear free agency, Curry chose Li-Ning because its product stood out as supreme; he describes Li-Ning as an unbelievable long-term partner with global opportunity across basketball, golf, lifestyle, and training, helped by existing long-time brand athletes Dwyane Wade and Jimmy Butler.
Up Next

This CNBC video, published September 17, 2026, features Steph Curry discussing Li-Ning. 1 trade idea extracted by AI with direction and confidence scoring.

Speakers: Steph Curry  · Tickers: Li-Ning