Portland Trail Blazers point guard Damian Lillard has expanded his footprint in professional sports far beyond the hardwood, turning personal injury recovery into a thriving enterprise. Move Insoles, the foot-care and orthotics company Lillard co-founded with longtime athlete marketer Nate Jones, has achieved widespread adoption across approximately 25 NBA teams, professional leagues, and elite athletics through organic word-of-mouth rather than corporate endorsements.
The venture’s growth was highlighted ahead of the team’s preseason training camp when Lillard’s backcourt teammate Ja Morant mentioned needing more pairs of the orthotics he had been using, prompting Lillard to reveal his ownership stake. According to NBC News, Jones began developing the brand in earnest in 2019, bringing in Lillard as a co-founder alongside athlete investors including Chris Paul and Jamal Crawford. Beyond basketball, the insoles are utilized by prominent sports figures such as Dallas Cowboys wide receiver CeeDee Lamb and five-time WNBA MVP A’Ja Wilson.
From Personal Health Struggles to Product Development
Lillard’s involvement in Move stems from persistent physical challenges dating back to his collegiate career at Weber State, where he recovered from a broken foot. Early in his professional tenure, he battled plantar fasciitis while struggling to find insoles that offered adequate support without hindering athletic performance. Having flat feet and enduring years of high-impact mileage made him acutely aware of the necessity for specialized athletic footwear support.
Rather than serving merely as a celebrity endorser, Lillard has remained actively engaged in product engineering. He has personally tested each of the four distinct orthotic variations in the company’s catalog, ranging from comfort-focused designs to performance-oriented models. During Team USA practices ahead of the Tokyo Olympics in 2021, Lillard tested early prototypes and delivered direct evaluations to Jones. According to NBC News, Jones noted that Lillard’s candid, unvarnished feedback serves as one of the enterprise’s greatest development assets.
Expanded Rehabilitation Time and Future Market Objectives
During the 2025-26 season, which Lillard missed entirely due to a torn Achilles tendon, the veteran guard channeled additional focus into expanding his business portfolio. Reflecting on this period, Lillard noted that the downtime allowed him to evaluate his long-term post-playing career goals and family priorities, reinforcing his preference for hands-on entrepreneurial ventures.
Looking ahead, Lillard and Jones plan to introduce the product line to the youth sports market to foster early awareness of foot health among developing athletes. Additionally, Move is slated to announce an official partnership with the National Basketball Athletic Trainers Association, cementing its integration within professional medical staffs and ensuring that even Lillard’s on-court opponents regularly rely on his protective gear.