In a market where signature basketball shoes often carry high price tags, Damian Lillard has launched a $95 affordable signature sneaker that combines performance with accessibility. Released on July 3, 2025, the Dame X, Lillard’s 10th signature model with Adidas Basketball, aims to break the norm by offering a high-quality shoe at a price significantly lower than most current releases. This move challenges the trend set by recent sneakers like the Nike LeBron 22, which retails between $180 and $200, often excluding younger or casual players from the market.
Fans Celebrate Lillard’s Commitment to Accessibility
The Dame X debuted with an adult price of $90 and a $70 version for kids, making it the first time Adidas Basketball has released a signature model under $100. The announcement was met with praise on social media platforms, where fans expressed appreciation for Lillard’s effort to prioritize affordability without compromising style or quality. Comments ranged from calling him the “man of the people” to applauding the shoe’s accessible price, all indicating strong fan approval for this approach. Such enthusiasm highlights a desire for more affordable options in a landscape often dominated by high-cost signature shoes.
Lillard explained the significance of this release, stating,
Getting to 10 signature models means a lot, but I wanted to use this 10th shoe to make a real statement and bring the price down under $100.
—Damian Lillard, NBA Star
While his secondary Dame Certified line has offered affordable options for some years, this is the first instance where affordability is integrated into his main signature shoe, demonstrating a strategic and thoughtful approach to expand accessibility for his fan base.
Design and Features Tailored for Performance and Comfort
The Dame X incorporates advanced features designed for players seeking both comfort and agility. It includes a Lightstrike midsole, providing lightweight cushioning, along with a stretch-woven upper to allow for flexibility during movement. The shoe’s generative rubber outsole supports multidirectional traction, ideal for quick and sharp court maneuvers. This combination ensures that the sneaker meets the demands of high-performance play without the premium price often associated with such technology.
Available in five distinct adult colorways—Dame’s Light, Brookfield, Dolla Red, and Zero Metallic—plus a kids-only Flash Aqua edition, the design emphasizes a grounded yet dynamic aesthetic. Lillard has described the Dame X as an embodiment of hard work and staying true to one’s roots, reinforcing his personal and athletic philosophy through this release.
Market Impact and Future Implications for Basketball Footwear
Adidas’s decision to offer a signature shoe under $100 underlines a potential shift in the basketball footwear industry’s approach to pricing, especially as youth basketball participation grows and families face increasing costs for sports gear. The Dame X proposes a model where top-tier performance and realistic pricing can coexist, which may encourage other brands and athletes to reconsider their pricing strategies.
For players and families balancing budgets, the Dame X represents a practical option that delivers on court performance without financial strain. Lillard’s authentic messaging of perseverance and humility further strengthens the shoe’s appeal, positioning it as more than just a product but as an extension of his values and connection to the community.
As the Dame X reaches stores and online outlets, its success could mark a turning point in the accessibility of signature basketball footwear, potentially influencing industry standards and elevating expectations for athlete-backed shoe releases in years to come.