Christian McCaffrey Makes Game-Changing Move Into Performance Fashion

San Francisco 49ers superstar Christian McCaffrey is stepping into a new role off the field as co-founder and investor of performance footwear and apparel brand, while on earth. The announcement marks a major milestone for the Rhode Island–based company, which launched in fall 2024 and has already begun carving out space in the highly competitive performance wellness industry. Christian McCaffrey joins an impressive founding team that includes CrossFit legends Mat Fraser and Brooke Wells, as well as CEO and co-founder Todd Meleney, formerly of NOBULL.

Together, they’re on a mission to reimagine what performance, movement, and purpose look like.

To announce the partnership, while on earth released a cinematic campaign shot at a former George Clooney estate, featuring McCaffrey at a piano and chessboard, a nod to the brand’s intentional, multidimensional ethos. Unlike a typical endorsement, the collaboration is hands-on, with McCaffrey viewing it as both a challenge and a chance to build a legacy beyond football.

Drawing on years of experience testing footwear, he believes he can bring a unique perspective to designing products that perform on and off the field. He added that the brand’s mission, rooted in maximizing our time on earth, trust, and shared values, deeply resonates with him.

“As I’ve gotten to know Todd Meleney and the team he has built at while on earth, I became even more excited to jump on the opportunity," the NFL star said in a press release sent to The Blast. "I believe in Todd, the product, and the ethos of the company. The name says a lot. Time is our greatest currency, and maximizing our time on earth is everything, whether it’s in your career, in business, or in your quality of life.”

Todd Meleney, co-founder and CEO, said that McCaffrey’s involvement is already proving invaluable.

“Christian is one of the most iconic players in the NFL, and his perspective as both an athlete and co-founder brings immense value to while on earth,” Meleney told The Blast exclusively. “He saw the opportunity to help build a modern performance footwear and apparel brand from the ground up. He has already been deeply involved in product creation, and his commitment to crafting pieces athletes can rely on, both in and out of the gym, aligns perfectly with our mission.”

According to Meleney, McCaffrey wasted no time rolling up his sleeves, immediately providing feedback on what’s important to him in the footwear he wears while training.

"He’s been in the weeds with us, sharing what works, what doesn’t, and how small adjustments can make a big difference," he told The Blast. "His insight has sharpened our approach to performance, versatility, and functionality.”

With the NFL season underway, balancing football and business might seem like a challenge, but CEO Todd Meleney said perspective is key.

“The most valuable thing Christian can do for our company is to go be Christian McCaffrey on the football field,” he explained, noting that while football remains McCaffrey’s top priority, he stays closely involved by testing new products and staying updated on the business.

McCaffrey agreed, adding that his role as an athlete directly informs his input. For him, footwear comes down to stability and durability. “You need something that can last and doesn’t wear through quickly,” he said. “It has to feel good and look good, whether you’re running around or lifting.”

Since its launch, while on earth has gained traction among fitness and wellness enthusiasts, largely thanks to its flagship Move Trainer and commitment to sustainable, ethically made apparel. The company uses recycled materials certified free from harmful substances, reflecting its focus on both performance and purpose.

Meleney says the differentiation comes down to balancing elite performance with everyday versatility. “We believe while on earth offers the most comfortable and versatile high-performing products on the market,” he said. “They meet the needs of professional athletes like Christian while being beautiful and comfortable enough for everyday fitness and wellness enthusiasts like me."

He added, "The name while on earth speaks to an ethos that resonates deeply, time is our most valuable currency, and for us that starts with movement.”

With a powerhouse founding team, while on earth is thinking big, still, CEO Todd Meleney emphasized that the vision is rooted in patience and focus.

He said the brand’s long-term goal is to become “a timeless, iconic brand,” but acknowledged that won’t happen overnight. The immediate priority, he explained, is creating high-quality products that seamlessly fit into customers’ lives while maintaining rigorous attention to detail. By focusing on steady progress and keeping the customer first, Meleney believes while on earth can ultimately stand alongside the strongest names in the industry.

For McCaffrey, the mission is personal. He sees this venture as a chance to build something that lasts long after his football career.

“This is an opportunity to leave a mark beyond football,” he shared, adding that much like on the field, success comes down to putting in the work, paying attention to details, and creating something built to endure.