NBA Star Damian Lillard Champions Athlete Foot Health With Move Insoles

Damian Lillard, the accomplished point guard for the Portland Trail Blazers, has made a significant impact not just on the basketball court, but also off it through his business venture focused on foot health. Drawing from his own experience with foot injuries, Lillard co-founded Move Insoles—a brand of basketball orthotics now trusted by professional athletes across multiple sports.

From Personal Recovery to Product Innovation

Lillard’s journey into the world of athletic shoe insoles began during his college years at Weber State, where a broken foot led him to use orthotics for injury recovery. Later struggles with plantar fasciitis in his NBA career underscored the importance of the right support. "Needing more support in my shoe, especially having flat feet and the amount of miles on my feet, I understood the importance of not only having support in your shoe, but the right type of support and different options for different people," Lillard explained.

Co-Founding Move Insoles

Together with long-time athlete marketer Nate Jones of Goodwin Sports, Lillard co-founded Move Insoles in 2019. The product quickly found a foothold among professional athletes, including fellow NBA players and stars from other sports. Notably, Ja Morant, Lillard’s teammate, turned to Move for his orthotic needs without even realizing Lillard was behind the brand at first. Other high-profile users and investors include Chris Paul, Jamal Crawford, the Dallas Cowboys’ CeeDee Lamb, and WNBA MVP A’Ja Wilson.

Widespread Adoption Among NBA Players

Move Insoles products have been adopted through genuine demand and word of mouth, without aggressive corporate marketing. Nate Jones estimates that around 25 NBA teams now use these basketball orthotics. Feedback from athletes and medical staff alike has played a role in driving their popularity, with testimonials highlighting the value of both comfort and performance-oriented insoles.

Lillard’s Hands-On Approach and Product Testing

Unlike many athletes who simply lend their name to a product, Lillard has actively contributed to researching and testing Move’s range of insoles. He personally vetted each of the four available models, which cater to varying needs such as plantar fasciitis relief and enhanced foot support. During Team USA’s preparation for the 2021 Tokyo Olympics, Lillard worked with Jones to test and refine the insoles, ensuring athletes received reliable performance and comfort.

Looking Ahead: Partnerships and Youth Market Focus

While recovering from a torn Achilles that sidelined him for the 2025-26 season, Lillard dedicated even more time to his business interests. With an eye on the future, he and Jones aim to expand Move’s reach to the youth sports sector, emphasizing the importance of foot health from an early age. The company is also set to become an official partner of the National Basketball Athletic Trainers Association, further cementing its presence among professional basketball trainers and players.

Entrepreneurial Aspirations Beyond the Court

Lillard’s business ambitions are grounded in a desire to stay involved and hands-on from the ground up. He balances his entrepreneurial interests with his responsibilities as an NBA player, focusing on authentic endorsements rather than flashy pitches. As he prepares to return to basketball, Lillard continues to let his product and his game speak for themselves, believing in the value of genuine results and teamwork both on and off the court.

Source: nbcnews.com.