Damian Lillard: Brand Endorsements | Investments 

February 23, 2024

This article contains information regarding American professional basketball player Damian Lillard’s brand endorsement deals and business ventures.



German athletic apparel and footwear corporation Adidas signed a sponsorship deal with the eight-time NBA All-Star in 2012 when he made his debut in the NBA.

Later in 2014, Adidas and Lillard signed a ten-year deal reportedly exceeding US$100 million in valuation. As part of the deal, Adidas also launched Lillard’s signature shoe line, the Adidas Dame. 


AT&T, an American multinational telecom holding company, also has a sponsorship deal in place with the Milwaukee Bucks point guard.


Gatorade, an American brand of sports-themed beverage and food products, both owned and manufactured by PepsiCo, announced the signing of a multi-year endorsement deal with Lillard in December 2020.

As per the deal, Lillard has promoted the brand’s Bolt24 beverages via several commercial ad appearances. 

Moda Health 

Portland, Oregon-based health insurance company Moda Health, a presenting partner of the Portland Trailblazers at the time, roped in Lillard as a brand ambassador in 2013.

Since then, Lillard has been part of many a marketing campaign for Moda Health. 


Oakley, an American luxury brand that develops and manufactures sports performance equipment and lifestyle pieces, signed a multi-year partnership deal with Lillard in March 2021.

As per the deal, the brand re-issued two pairs of the “X Metal Romeo and Juliet” sunglasses in a super limited-edition set. Furthermore, Oakley also contributed US$140,000 to “RESPECT”, a programme founded by Lillard to encourage students to stay in school and to find success both in and out of the classroom. 


Founded in 1876, Spalding is an American sports equipment manufacturing company. In 2016, it roped in Lillard as a brand ambassador on a multi-year deal.

In September 2021, Spalding extended Lillard’s deal by making him the face of its “TF Basketball” campaign. 


Tissot, a luxury Swiss watch brand owned by the Swatch Group and the official watch and timekeeper of the NBA, announced the signing of Lillard as a brand ambassador in April 2021. 


Japanese multinational automotive manufacturer Toyota has had a sponsorship deal in place with Lillard since 2016.

In October 2020, Lillard became the co-owner of a Toyota dealership (Damian Lillard Toyota) in McMinnville, Oregon. 


Hulu, an American subscription streaming service owned by The Walt Disney Company, roped in Lillard alongside Joel Embiid and Giannis Antetokounmpo as its sports ambassadors in February 2019.

Following the deal, the trio have gone on to feature in several commercials for the streaming platform.  


Bose, an American audio equipment manufacturer, has had a multi-year endorsement deal in place with Lillard since 2022.

As a Bose brand ambassador, Lillard has featured in a couple of commercial campaigns for the brand.



Panini, an Italian company that produces books, comics, magazines, stickers, trading cards, and other items through its collectables and publishing subsidiaries, signed a sponsorship agreement with Lillard in 2017. 

Foot Locker 

Foot Locker, a New York-based American sportswear and footwear retailer, roped in Lillard on a multi-year endorsement deal in April 2014.

As part of the deal, Lillard featured in a series of Foot Locker ads pitching Adidas, in which he co-starred alongside several retired gridiron football and basketball stars.


JBL, an American audio equipment manufacturer owned by Harman International, announced its first NBA endorsement deal with the acquisition of Lillard as a brand ambassador in April 2015. 


Modelo, one of the largest breweries in Mexico, roped in Lillard for a collaboration in May 2021. 

State Farm

State Farm Insurance, a group of US mutual insurance companies, roped in Damian Lillard and Sue Bird for an endorsement deal in May 2016.

As part of the deal, the two featured in a 60-second commercial for the company. 



Biofreeze is a leader in over-the-counter topical pain relief with gel, roll-on, spray, cream, and patch formats. The brand has a strong footprint in North American retail and clinical channels with an e-commerce and international presence.

In 2018, Lillard became an investor in the company a year before it was acquired by Performance Health, which significantly boosted Lillard’s investment. 


PlayersTV is the first-ever athlete-owned media network and content provider dedicated to showcasing sports lifestyle and entertainment. In January 2021, Lillard became a minority investor in the company.

The network already has over 50 athlete-investors, including Lillard’s teammates CJ McCollum and Carmelo Anthony in addition to Kyrie Irving, Chris Paul, Ken Griffey Jr, Trevor Bauer, Travis Kelce, and Vernon Davis.


In April 2022, Lillard co-founded Move, a manufacturer of athletic performance insoles intended to elevate professional athletes’ performance and reduce injuries. 

Kicks Crew

In November 2022, Damian became an investor in Kicks Cre, an e-commerce platform for athletic footwear and apparel dually headquartered in Hong Kong and New York City, after he invested an undisclosed amount in Kicks Crew’s US$6.2m Series A funding round.

Rahul Saha

An engineer taking the road less taken. I love writing, live and breathe football, and am always up for a tactical conversation.

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