From Injuries to Innovation: How Damian Lillard Built a Sneaker Business

The Birth of Move: A Solution to a Personal Struggle After enduring multiple foot injuries throughout his career, Lillard recognized a gap in the market for effective, high-quality insoles. Traditional insoles often failed to provide the support and comfort he needed, leading him to co-found Move. The company aims to address the unique needs of those who, like Lillard, require footwear solutions that prioritize foot health. With the sneaker market valued at over $150 billion, Lillard’s Move focuses on a niche that remains largely underserved, as most existing products do not cater specifically to the athletic community's needs. The Importance of Foot Health in Sports Foot health is crucial for athletes, impacting performance, longevity, and injury prevention. Lillard emphasizes that maintaining foot health is essential not only for a successful sports career but also for everyday comfort. “When your feet hurt, everything hurts,” he stated, underlining the ripple effect that foot pain can have on an individual’s overall well-being. By focusing on this aspect, Move aims to educate consumers about the significance of proper foot support and its role in enhancing athletic performance. The Sneaker Insole Market: A Growing Opportunity While the sneaker market is dominated by major brands, the insole segment remains relatively small. Companies like Dr. Scholl’s have established themselves as key players, but there is significant room for innovation. Move seeks to carve out its space by offering products that blend performance with comfort, targeting both athletes and casual sneaker enthusiasts. Lillard’s personal experiences lend credibility to the brand, making it relatable to consumers who prioritize foot health.

The Future of Move As Move continues to grow, Lillard’s vision for the company extends beyond just insoles. He aims to develop a comprehensive line of foot care products that address various aspects of foot health. With a focus on education and awareness, Move aspires to become a leader in promoting foot wellness, inspiring individuals to take charge of their foot health.