Table of Contents
Key Points
- After struggling with foot issues, Damian Lillard launched Move, a high-performance insole brand, now a rising player in the $6 billion market.
- Move launched in 2021, surpassing $1 million in sales within a year, with NBA star Chris Paul joining as an investor to boost credibility.
- The sneaker insole market is set to grow beyond $8.5 billion by 2032, positioning Move as a major player in performance footwear technology.
For Damian Lillard, success isn’t just measured by what happens on the court. The nine-time NBA All-Star, known for his deep-range shooting and clutch performances, has always understood that longevity—whether in basketball or business—takes more than raw talent. Now, as one of the world’s highest-paid athletes, he is transforming the $6 billion sneaker insole market with his performance brand, Move.
Lillard’s journey from injury to innovation
Lillard’s entry into the business world wasn’t some grand plan—it was born out of necessity. Back in college at Weber State, a broken bone in his right foot sidelined him for most of the 2010-11 season. Doctors prescribed stiff orthotics to help, but they only made things worse. “They were too stiff for me, they were hard on my feet,” Lillard recalls. “That support has always been needed, I just haven’t been able to find anything that worked.”
Even after making it to the NBA, foot problems didn’t go away. He dealt with flat feet and spent two years battling painful plantar fasciitis, but nothing seemed to help. Then, in early 2020, his agent and business partner, Nate Jones, floated an idea: Why not create an insole that actually works? The suggestion stuck with Lillard, and just like that, Move was born.
Move’s insoles blend performance, comfort, and support
Move started with a clear and simple goal: to give athletes and everyday consumers high-performance insoles that provide real support without compromising comfort.
Lillard put the first prototypes to the test during training for the 2021 Tokyo Olympics, and the difference was immediate. “Once I tried Move, it was just better,” he says. “I was surprised at how soft it was, how comfortable it felt, and that I didn’t feel like my shoe was too stiff.”
When Move officially launched in late 2021 with a direct-to-consumer model, it pulled in over $100,000 in its first month. By the following year, sales had already surpassed $1 million. It wasn’t just Lillard who believed in it—NBA veteran Chris Paul joined as an investor, further solidifying Move’s credibility in the sports world.
Today, it offers four core insole options: Game Day ($49.99) and Game Day Pro ($64.99) for professional athletes, All Day ($49.99) for everyday wear, and Baseline ($29.99) for affordable but effective support. Move has also expanded into accessories, including Move Socks ($12.99), Move Drawstring Bags ($5.99), and Lasso Performance Compression Crew Socks ($24.99).
Sneaker insole market poised for growth
What started as a product for athletes is now reaching a much broader audience—anyone who spends long hours on their feet. The global sneaker insole market, valued at $6 billion, is projected to surpass $8.5 billion by 2032 as more consumers look for ways to enhance performance and prevent injuries.
For Lillard, Move isn’t just about selling insoles—it’s about shifting the way people think about foot health. “Any basketball player will tell you, the way your feet feel when you step on the court is everything,” he explains. “When I put these in my shoes, the way it hugged my foot and still let me move naturally made a huge difference.”
Balancing business and basketball
Despite his growing business ventures, Lillard remains locked in on his NBA career. After 11 seasons with the Portland Trail Blazers, he was traded to the Milwaukee Bucks in 2023, joining forces with two-time MVP Giannis Antetokounmpo. His first season in Milwaukee saw the team rack up 49 wins before an early playoff exit, but his impact on and off the court was undeniable.
His approach to business mirrors the way he plays—strategic, disciplined, and always thinking ahead. In 2023-24, he earned $63.6 million, with $45.6 million from basketball and $18 million from endorsements and business ventures. The next season, he pulled in $61.9 million, with his Adidas signature shoe line—Dame 9—ranking among the company’s top NBA sellers.
Still, Lillard knows his time in the NBA won’t last forever, and he’s already laying the foundation for long-term success beyond basketball. With Move continuing to gain traction in a booming market, it has the potential to become a dominant force in performance footwear technology.
“Basketball gave me a platform, but business is about legacy,” Lillard says. “Move isn’t just about me—it’s about helping people perform at their best, whether they’re playing in the NBA or just getting through a long day on their feet.” He’s also paying it forward. Move has donated thousands of insoles to young athletes, making sure that the next generation has access to the same high-quality gear that professionals rely on.
