Move Insoles, the company Damian Lillard co-founded after years of foot injuries, took in $8 million in revenue in 2025. In 2022 it took in $1.2 million, according to Inc. magazine’s reporting.
Lillard owns this company; he is not only paid to endorse it. He co-founded it with sports marketer Nate Jones, and fellow NBA star Chris Paul is among its investors, CNBC reported at the time. It is a Black athlete-founded business reaching national retail scale.
The growth has come largely through the league. Jones estimates that about 25 NBA teams now use Move products, Inc. reported. Lillard says players regularly ask team trainers for the insoles, sometimes without knowing he co-founded the company. Other athletes who use them include A’ja Wilson, the five-time WNBA MVP, and Dallas Cowboys receiver CeeDee Lamb.
Jones has said the company made $120,000 in sales in its first month without any marketing. The insoles launched in December 2021 at $39.99, with a carbon-like composite base and a dual-foam system meant to absorb shock. The product came from Lillard’s own history of foot problems, including plantar fasciitis.
The company has since moved from online sales into stores. Its products are now in roughly 560 Dick’s Sporting Goods locations, and it is preparing to become an official partner of the National Basketball Athletic Trainers Association.
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