Damian Lillard’s Move Insoles reach NBA teams, co-founder says
The Portland Trail Blazers guard helped develop the insoles after years of managing foot problems. Co-founder Nate Jones estimates that around 25 NBA teams use them.
Portland Trail Blazers guard Damian Lillard co-founded Move Insoles, a company whose products are now used by players across the NBA, NBC News reported on October 21. Co-founder Nate Jones estimates that around 25 NBA teams use the insoles, giving Lillard a business connection to players he faces on the court.
Jones, a longtime athlete marketer who works at the agency representing Lillard, began developing Move in earnest in 2019 and recruited the guard as a co-founder, according to NBC News. NBA veterans Chris Paul and Jamal Crawford are among its investors. The company sells four insoles, ranging from a comfort-oriented orthotic to products designed more for performance.
How Lillard helped develop Move Insoles
Lillard’s interest grew from his own experience with foot problems. He has used orthotics since college, after breaking a foot at Weber State, and dealt with plantar fasciitis early in his NBA career, NBC News reported. He had struggled to find an insole that felt comfortable without hindering his play.
He personally tested each of Move’s four insoles, according to the report. While practicing with Team USA before the Tokyo Olympics in 2021, he tried prototypes and gave Jones feedback. That role extended beyond lending his name to the company: his experience as a player helped shape the products it sells.
Use across teams and sports
Jones told NBC News that around 25 NBA teams use Move insoles. That is his estimate, rather than a league-issued count. He described their spread among players and medical staffs as word of mouth, rather than the result of team sponsorships or requests from Lillard. NBC News also named Dallas Cowboys receiver CeeDee Lamb and WNBA player A’Ja Wilson among athletes using the products.
Lillard missed the 2025-26 season with a torn Achilles, giving him more time for his business interests, NBC News reported. An NBA.com segment dated October 8 described his return to the court in a Portland preseason game. His playing comeback puts the company’s reach among other NBA teams in a new light as he resumes competing against their players.
Lillard and Jones also want to reach young athletes, NBC News reported. The report said Move was preparing to announce a partnership with the National Basketball Athletic Trainers Association; it did not give an announcement or start date. Jones said he valued having players and their medical staffs rely on a product he helped create.
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Sources and context
- The NBA star helping protect his opponents’ feetNBC News
- The Association: Dame joins NBA TV crew after preseason return to PortlandNBA.com
AI-assisted article checked against the listed sources. NewsJaws did not conduct interviews or attend the reported events.