Damian Lillard‘s Move Insoles brand hit the shelves at 340 DICK’S Sporting Goods locations this week. The NBA star made clear he’s not just a face on the box.
Lillard is a co-founder of Move Insoles. He holds real ownership in the brand. That changes the story entirely. The co-founder title isn’t honorary here.
On Instagram, Lillard announced the expansion himself: “Proud to be one of the co-founders of the go-to insole brand in pro sports. You can now get your @moveinsoles at 340 @dickssportinggoods locations. Essential equipment for athletes putting in the thousands of hours of work it takes to be great.”
That ‘thousands of hours’ line hits different. He’s lived every part of that grind. Lillard is from Oakland, CA, a city that has produced some of the most relentless competitors in sports history. He went to Weber State, overlooked by most top-tier recruiting programs. He built himself into one of the most respected point guards in the NBA through pure work. A brand rooted in that grind-first mentality makes sense coming from him.
Move Insoles built credibility in professional sports locker rooms first. That’s the smart play in this industry. Pro athletes are picky about gear, and getting elite players to genuinely trust a product is the hardest challenge in this space. Move Insoles cleared that bar. Now it’s scaling.
The DICK’S Sporting Goods deal is a serious breakthrough for the brand. DICK’S has been a major destination for athletic gear for decades and runs locations across the country. Those 340 stores open Move Insoles up to a whole new audience. The young player grinding through summer workouts. The weekend baller who takes the game seriously. Anyone putting in real time on their feet can now grab a pair at their local DICK’S.
Lillard has always moved with long-game energy off the court. He’s built a music career under the name Dame D.O.L.L.A. and has been deliberate about ownership across everything he touches. Move Insoles is that same mindset applied to athletic gear. He’s not lending his name. He’s building equity.
Foot support rarely gets the attention it deserves. Most athletes don’t think about insoles. Pain tends to be the wakeup call. Serious competitors know better though. The right foundation can be the difference between a full healthy season and breaking down in the stretch run. Move Insoles is banking on that reality, and the brand now has a co-founder with the credibility to carry that message.
This is a breakthrough moment for the brand and a natural next chapter for Lillard’s business story. Pro locker rooms first. Mainstream retail next. The grind keeps going.
