Christian McCaffrey, star running back for the San Francisco 49ers, has joined Rhode Island-based performance brand While on earth as a co-founder and investor. The move marks a significant endorsement for the young brand, which launched in late 2024 and offers performance footwear and apparel. McCaffrey previously partnered with Nike but now joins a founding team that includes former NoBull marketing lead Todd Meleney and CrossFit athletes Mat Fraser and Brooke Wells.
“I wanted to build something from the ground up and be part of something bigger than myself,” said McCaffrey. “This isn’t just about putting my name on something. I’ve already been very hands-on with product direction, and I’m excited about what’s ahead.”
Founded on the ethos that time is our most valuable currency, While on earth creates versatile gear designed to transition between training and daily life. The brand is best known for its Move Trainer and apparel made from recycled, Oeko-Tex certified materials.
“Having an athlete like Christian join us during his prime is extremely rare,” said Meleney. “His belief in our vision brings credibility and reach, and his input is shaping product development.”
While on earth has experienced early traction among fitness and wellness consumers and aims to expand its audience with McCaffrey’s involvement.
