Three years ago Adidas banked on a up-and-coming star by the name of Damian Lillard and gave the Portland point-guard his first signature shoe, the D Lillard 1. Casual NBA fans scratched their heads when the first Dame shoe was announced. “Who’s this guy?” “I’ve never heard of him!” The young, x3 All-Star, has lead the Blazers since being drafted in 2012 and built a reputation as one of the deadliest PGs in the league. Lets revisit Dame’s first signature shoe, and get this week started off right!
Released on February 6, 2015 and designed by Robbie Fuller, the Dame 1 would serve as a pivot point for Adidas Basketball as they transitioned away from fading endorsers like Dwight Howard and Derrick Rose (while the Rose line remains relevant in terms of footwear, Derrick himself doesn’t carry the same selling-power he once had). The Dame 1 had a fresh new look, low profile design and friendly price tag, equating in a shoe that’s all business and no frills. Damian’s involvement in the storytelling aspect of the Dame Line is part of what makes his shoes so special. These quotes from the Adidas Dame 1 release event on Adidas Portland campus back in 2015 sums up the unique way Dame made made his shoes… well, his shoes.
“The insole of each shoe features a unique rap lyric written by Lillard that relates to each colorway. The lyrics featured on the shoes tie to Lillard’s social media freestyle rap challenge, @4BarFriday. The “0” is Lillard’s number on court, which he chose to represent the letter “O” for the three places he’s called home: Oakland, where he grew up, Ogden, where he attended Weber State University, and current home state Oregon. ”
‘Dame’ on the right tongue and his “O” logo with wings (the wings symbolize his childhood group of friends and family, the Fly Guyz) on the heel ensures everyone knows who’s shoes these are! Though MiAdidas the D Lillard 1 could be customized and throughout the season Adidas released some banging D Lillard 1 colorways.
Adidas sought to marry affordability and performance into one shoe by selling the Dame 1 for $105 and using Adiprene+ instead of BOOST for cushioning. The full-length Adiprene+ is springy and it allows the wearer’s feet to sit closer to the court, resulting in increased feel and responsiveness. TechFit technology hugs the foot tightly for a customized fit. Sprint Frame throughout the outsole keeps the shoe’s feeling stable and sturdy. These three key technologies perfectly matched Dame’s style of play – they allow the Dame 1 to be quick, agile and explosive. The D Lillard 1 is finished with premium nubuck and leather textures for a sophisticated look and plush fit (with multiple upper options available).
“It’s Dame Time”