Christian McCaffrey Becomes Co-Founder of While on Earth

Christian McCaffrey, the star running back for the San Francisco 49ers, has taken a major step off the gridiron and into entrepreneurship. He is now an equity stakeholder and official co-founder of While on Earth, a new performance apparel and footwear startup launched by athletes for athletes and conscious consumers.

A New Era: From Nike to While on Earth

With the announcement, McCaffrey, who had partnered with Nike as an ambassador since his rookie season in 2017, has ended his contract with the world’s largest sportswear brand. The move marks a turning point, with the three-time Pro Bowler now trading endorsement deals for direct stake and active, creative involvement in a brand built from the ground up.

“I fell in love with what Todd and the team are building,” said McCaffrey, via press release. “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.”

Inside While on Earth: Athlete-Led Innovation

While on Earth was co-founded by Todd Meleney, former CMO of Nobull, and CrossFit superstars Mat Fraser and Brooke Wells. Meleney, who now serves as CEO, previously guided Nobull’s marketing efforts for a decade; he played a major role in the brand’s rise before departing in 2023, shortly before Mike Repole’s private equity group took a majority stake.

“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,” said Meleney. “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. We have already kicked off some exciting new products together and his feedback and contributions have been so valuable. This is a defining moment for our business and I can’t wait for all that’s ahead of us.”

Product Launch: Shoes, Caps, and Sustainable Apparel

While on Earth debuted its first collection, including a training/casual sneaker, caps, and technical apparel, in September 2024 at select retailers and on its website. The company is committed to performance and environmental responsibility, using OEKO-TEX certified recycled materials in its training gear and casual wear.

Early feedback has centered on shoes that “feel athlete-designed” and apparel that blends function with forward style, speaking to any active or adventure-minded buyer.

McCaffrey’s Track Record: More Than an Athlete

Christian McCaffrey has increasingly made entrepreneurial investments that combine innovation and wellness, including:

• Hyperice, whose Hypervolt percussive massage guns are used by elite athletes and pros everywhere.

• Oura Ring, a leader in sleep and activity tracking.

• BodyArmor, the performance sports drink brand sold to Coca-Cola for $5.6B in 2021.

His While on Earth move is his boldest yet, going from investor to hands-on founder, product collaborator, and creative partner.

Athlete Brands: The Broader Trend

McCaffrey joins a growing group of athletes, think Stephen Curry with Curry Brand and Serena Williams’s SW Brand, building direct equity and creative direction in next-gen sportswear instead of settling for traditional endorsement arrangements. While Earth’s rapid growth and McCaffrey’s influence signal a shift that’s likely to accelerate as more players look to shape and own their athletic legacy.

Where to Shop and Learn More

• Visit whileonearth.co for the latest products, vision, and the athlete team

• Browse collections at select independent retailers (dates and stores TBA)

• Follow While on Earth on Instagram for lineup drops and brand storytelling