Move Insoles Gains Traction Among Pro Athletes Using Low-Key Strategy
Co-founded by NBA star Damian Lillard, Move Insoles has secured widespread adoption among professional athletes by prioritizing product performance over traditional celebrity endorsements.
Portland Trail Blazers point guard Damian Lillard and sports marketer Nate Jones have built Move, a manufacturer of performance shoe insoles, into a product used across an estimated 25 NBA teams. Beyond basketball, the brand has been adopted by professional athletes in leagues such as the NFL and WNBA.
The company has distinguished itself from other athlete-backed ventures by minimizing the use of Lillard’s public persona in its marketing. Rather than leveraging the founder’s fame as the primary sales tool, the brand has relied on product performance to gain organic traction within professional locker rooms.
Marketing experts suggest this approach is a strategic move to establish credibility. Mike Lewis, a professor at Emory University, noted that Lillard acts more as an advocate for the product than a traditional pitchman, allowing the brand to avoid the typical pitfalls associated with celebrity-driven consumer goods.