Blazer point guard Damian Lillard has launched his own Adidas shoe, the D Lillard 1.
On January 13, hundreds of Dame’s devotees lined up at Adidas’ North Greeley Ave campus for the release party, aptly named “Dame Loves the Fans.” As if meeting Lillard wasn’t enough, attendees received a new pair of the Lillard 1’s to boot (pun intended).
According to ESPN.com, D-Lill's shoe deal is one of the largest current shoe deals in basketball, next to Derrick Rose's 13-year deal signed back in 2012 and those held by Kevin Durant and LeBron James. Lillard's deal could extend up to 10 years and potentially be worth up to $100 million.
The design and dress of Lillard’s shoe is tied to his personal and professional life. They showcase his new logo on the heels of the left shoe, a blend of a “D” and an “L” that when put together look like “0.” The “0” not only stands for his number on the court, but it is almost representative of the letter “O” for his hometown of Oakland, California, his attendance to Weber State University in Ogden, and to his current home of Oregon. The three wing tips on the left side of the logo symbolize the nickname of his close group of friends and family, “The Fly Guyz.” His own nickname, “Dame,” is written across the tongue of the right shoe.
Guests were allowed to get their picture taken with their new Lillard gear before he came out and addressed the crowd. Then, before auto-tuned rapper Future (yes, Future was there!) came out to perform, Lillard spit some of his 4 Bar Friday rhymes, a weekly rap contest Lillard started on Instagram after they added the 15-second video feature in 2013.
Fittingly, the insole of each D Lillard 1 has lyrics to his own 4 Bar Friday freestyles that relate to the colorway—designer-speak for color scheme—of the shoes.
D Lillard 1s will be available for purchase February 6th for $105 at adidas and Foot Locker. Three colorways will be immediately available and others will continue to launch throughout the year, but you can customize your own colorway for $105 starting on January 31st at miadidas.com.