San Francisco 49ers running back Christian McCaffrey has taken an equity stake and become co-founder of While on Earth, a performance apparel and footwear startup.

This new venture with While on Earth also means McCaffrey has ended his contract with Nike, with whom he had served as an ambassador since 2017.

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

While on Earth was co-founded by Todd Meleney, the former chief marketing officer of Nobull, and CrossFit athletes Mat Fraser and Brooke Wells. Meleney, now serving as CEO, had spent ten years at Nobull, starting as one of its first employees in the brand management role. He left Nobull in 2023, shortly before Mike Repole’s private equity firm acquired a majority stake in the company.

“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.”

In September 2024, While on Earth launched its first training and casual sneaker in select retail locations and on its website. The brand also sells caps and training apparel that feature recycled materials that are OEKO-TEX certified.

McCaffrey has previously invested in Hyperice, the maker of the Hypervolt line of percussive massage devices, as well as Oura Ring, a fitness and sleep tracker, and BodyArmor, a sports drink, prior to its 2021 sale to Coca-Cola.

Image courtesy While on Earth