Before they even stepped out onto an NBA court as teammates, Portland Trail Blazers point guard Damian Lillard dished out an assist to his backcourt mate Ja Morant.

At the start of the team’s preseason training camp, Morant was getting ready to put on his shoes when he mentioned to Lillard that he needed more pairs of the orthotics he was using.

“You know that’s my company, right?” Lillard told Morant, who initially thought he was joking.

Lillard hasn’t gone around the NBA evangelizing his product, but as Morant’s usage showed, it turns out he hasn’t needed to. Move Insoles , the company Lillard co-founded with longtime athlete marketer Nate Jones, has already been widely adopted by athletes across multiple sports.

Jones, who works at Goodwin Sports, the agency that represents Lillard, began working on Move in earnest in 2019. He courted Lillard as a co-founder and other NBA stars, such as Chris Paul and Jamal Crawford, as investors.…