NFLer Christian McCaffrey Joins While on Earth as Investor, Cofounder

Nike has lost another high-profile athlete from its roster.

Christian McCaffrey, a running back for the San Francisco 49ers, has left his longtime sponsor to join While on Earth, a performance apparel and footwear brand, as cofounder and investor. McCaffrey had been associated with Nike since his high school days and officially joined its athlete roster in 2017.

While on Earth was launched in the fall of 2024 by Todd Meleney, who spent a decade leading marketing at No Bull. The team also includes CrossFit athletes Mat Fraser and Brooke Wells. The brand has been making inroads among fitness and wellness enthusiasts thanks in part to its signature Move Trainer shoe and apparel collection made from recycled materials.

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

He said the decision to join While on Earth was “about challenging myself on a new level and seizing the opportunity to become part of something bigger than myself, to transcend my days as a football player. I was seeking an opportunity that I could bring into the rest of my lifetime, not just into my playing career.”

He pointed in particular to While on Earth’s shoes that can be worn for everything from lifting weights and running to going out to dinner, as well as the apparel that he described as “timeless and classic, without being overly branded.”

“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,” Meleney 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. 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.”

The campaign video revealing McCaffrey’s involvement was shot in a secluded home and private coastal gym where he plays the classical song “Clair De Lune” on the piano.

McCaffrey stressed that joining While on Earth “isn’t just another brand deal or putting my name and face on something. I want to help make the best products possible. We’ve had multiple design meetings and structural meetings together already. So from both a shoe integrity and structure standpoint as well as from a design perspective, I’m lending my input and am very involved. We’re always thinking about how we can make each shoe perfect in terms of what someone’s everyday life and activities require.”

To celebrate the announcement, While on Earth is offering customers a gift of its Pathway Hat with purchases over $150.