McCaffrey tells Athletech News that While on Earth is just getting started, with plans to expand into sport-specific gear
San Francisco 49ers running back Christian McCaffrey has joined performance footwear and apparel startup While on Earth as a co-founder and investor, adding star power and capital to a brand that launched less than a year ago.
The move also marks a shift for McCaffrey, who has spent his career to date tied to Nike. Details of the investment were not disclosed.
“I fell in love with what Todd and the team are building,” McCaffrey said in a statement. “I am at a point in my career where I wanted to build something from the ground up and to be part of something bigger than myself. This isn’t just about putting my name on something. I wanted to share a vision with like-minded people that is represented through footwear and apparel. This is the perfect fit, not just because I resonate with the actual products, but because of the people and the name itself. I’ve already been very hands-on with product direction specifically and I’m very excited about the opportunity we have in front of us.”
McCaffrey joins co-founder and CEO Todd Meleney, formerly of Nobull, alongside CrossFit champions Mat Fraser and Brooke Wells.
The Rhode Island-based company debuted in fall 2024 with products for both men and women. Its signature product is the Move Trainer, a shoe McCaffrey highlighted for its flexibility.
“Versatility is huge, and there’s nowhere that comes through more for me than with While on Earth’s Move Trainer,” McCaffrey told Athletech News.
Future products will expand into more sport-specific categories.
“We just started – there will be additional pieces designed specifically for certain activities, like running,” McCaffrey added. “We want to be the best at making every one of those products.”
Meleney, who led marketing at Nobull for a decade, said McCaffrey’s involvement is unusual for a player still in his prime.
“For an athlete like Christian, in the prime of his playing career, to commit to an early-stage brand like While on Earth is extremely unique,” he said. “Any brand would be fortunate to work with Christian and it’s a testament to his belief in our vision. He will help introduce While on Earth to an entirely new audience, and have a meaningful voice in shaping our future.”
McCaffrey has also studied footwear closely, seeing what he described as room for improvement.
“The more I’ve studied footwear and where it’s gone, the more I’ve seen that there can still be massive improvements in this space – especially when it comes to your everyday shoes,” he said. “We say this in football, but it applies to everyone – the more miles you’re logging, the more your equipment matters. No matter what shoe we’re making, we want to make it the best and for our customers to enjoy wearing it.”
The announcement is accompanied by a campaign featuring McCaffrey playing “Clair de Lune” on piano in a secluded coastal home. To mark the announcement, While on Earth is offering a Pathway Hat as a free gift with orders over $150 using code CMC.
