Damian Lillard talks about the Blazers and his new footwear insole business.

• Damian Lillard is concentrating on both staying with the Portland Trailblazers and his new business venture.
• He established a company called Move, which specializes in athletic footwear insoles.
• In December, it was launched and attracted more than $100,000 in sales during the first month through direct-to-consumer. It is projected to generate $1 million in sales for 2022.

Lillard, a star player for the Portland Trail Blazers, stated that he intends to remain with the team that selected him in 2012 and will utilize the upcoming offseason to recover and enhance his skills.

As he works on that, Lillard also intends to launch a new business venture.

Lillard spoke to CNBC on Monday about Move, the footwear insoles performance brand he co-founded with Nate Jones. The brand launched in December and generated more than $100,000 in sales the first month through direct-to-consumer. Lillard expressed his desire to stay in Portland while discussing the brand's projected $1 million in sales for 2022.

Lillard stated that the consumer product is specifically designed for sports and athletes, with a focus on preventing injuries such as plantar fasciitis, which he suffered during his NBA career.

"Wearing this is necessary for young athletes because the physical demands of their sport are greater on their bodies and feet compared to what I experienced as a child," stated Lillard.

Hitting the ‘reset’ button

Despite not playing since January due to adnominal surgery and playing a career-low 29 games this season, Lillard, 31, still averaged 24 points and 7.3 assists and was named one of the league's greatest players in February to celebrate the NBA's 75th anniversary.

Despite uncertainty about his future with the team, Lillard remained committed to the Blazers during the tumultuous 2021-22 NBA season.

I am committed to remaining a Portland Trail Blazer," stated Lillard. "I feel a strong desire to stay and believe the team wants me to remain as well.

Last year, the Blazers fired coach Terry Stotts, and in November, team CEO Chris McGowan resigned, followed by the dismissal of basketball executive Neil Olshey due to workplace misconduct allegations a month later.

The Blazers traded C.J. McCollum to the Pelicans to free up salary cap space, but later shut down Lillard for the remainder of the season, resulting in the team missing the playoffs for the first time since 2012-13.

Lillard described his 10th season in the NBA as a "reset."

“I feel born again – health-wise and mentally,” he said.

Lillard is set to earn $42 million next season as part of a $176 million extension he signed in 2019, according to Spotrac. Additionally, he is eligible to sign another extension worth more than $100 million this summer, which would increase the average annual value of his deal to over $50 million per season.

Lillard warned of naysayers and media speculation surrounding his future.

Lillard stated that although people assume he will perform specific actions, the game is so manipulated that individuals won't believe him even if he communicates directly.

Lillard stated that he would not resist a trade if the Blazers wanted to move him, but he believed they didn't want to trade him.

Moving into new business

Lillard earns around $15 million in endorsements off the court, including brand partnerships with Modelo, Hulu, and a reported $100 million deal with a sneaker company.

Lillard is a co-owner of Players TV, which launched on Samsung TV Plus in 2020, and also owns Damian Lillard Enterprises in Oregon. He is also known as Dame D.O.L.L.A. in his musical career.

Lillard is now focused on building Move, a brand that constructs insoles. He said Jones presented the idea to him in 2019. "As soon as we talked about it, my mind went to my own foot injuries," he added.

Lillard remembered his struggles with plantar fasciitis in his early career. The condition is caused by inflammation of tissue near the heel of the foot and can be caused by using improper insoles in sneakers. Lillard believes that athletes' lack of awareness and self-care when it comes to their feet is a significant issue.

Lillard stated that the situation is even worse now, as younger athletes prioritize playing all year to improve their skills and gain exposure. He emphasized the importance of these athletes taking the lead in advancing their game, particularly in terms of their health. As a result, Lillard saw the potential for this not only to contribute to a successful business plan but also to have a significant impact on the health of many young athletes.

Jones, who is an agent and athlete marketer at Goodwin Sports Management and also a co-founder and co-Chief Executive at Move, stated that the company collaborates with Footcare Express, a renowned podiatry clinic in Florida, to create custom insoles for NBA players.

Last year, Move went to market with its Game Day and Game Day Pro insoles, and it was recognized as a performance equipment company.

The footwear insoles market is projected to reach $4.5 billion by 2027, with Dr. Scholl's being the dominant brand, owned by Merck. However, Jones believes that name-brand insoles companies are not targeting younger athletes with foot care, which he sees as a white space that could benefit Move's growth.

In December, Move secured $120,000 in sales, with its website converting 5% of traffic into customers. The company has not spent money on consumer acquisition costs through marketing or significant promotion, instead relying on social media to build awareness.

Jones stated that the response received so far indicates that progress is being made. Introducing Dame to the market, the potential market, and the unique approach being taken - while also sharing the story of how pro athletes endorse specialized insoles - has garnered support.

After targeting younger basketball players, Move wants to shift volleyball athletes.

Jones stated that many startups in the sports industry often fail because they attempt to cater to too many people and offer too many services at once. In contrast, our focus is solely on basketball, and we plan to expand to other sports organically. There is significant overlap between basketball and volleyball.

Chris Paul, Jamal Crawford, and Aaron Goodwin are among the other investors in Move, along with Jones. The terms of their investments were not disclosed. The company aims to raise an additional $2 million this year to expand.

Lillard stated that his current stage in his career is more focused on impact than seeking opportunities for himself. He wants to use his business acumen to make a difference, and he believes that his business ventures will have a significant impact and help many athletes.