Today, I'm joined by Todd Meleney, co-founder & CEO of While on Earth.

An athletic footwear and apparel brand for the modern wellness consumer, While on Earth prioritizes versatile "performance wellness" over single-sport specialization.

In this episode, we discuss creating an underdog brand in a competitive market. 

We also cover:

• Christian McCaffrey's role as co-founder 

• Defining "performance wellness" as a category

• Investing in grassroots community over paid marketing 

 

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While On Earth's Website: www.whileonearth.co 

While On Earth's IG: https://www.instagram.com/whileonearth/ 

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Chapters: 

(00:00 ) Introduction

(01:40 ) Todd's background and While on Earth overview 

(02:40 ) White space opportunity in performance footwear 

(04:25 ) Lessons from building NOBULL 

(05:15 ) Shifting consumer behavior toward holistic wellness 

(07:15 ) Defining "performance wellness" as a category 

(09:30 ) Product philosophy

(12:00 ) Building vs. buying brand awareness 

(14:30 ) Grassroots community strategy over paid marketing 

(17:00 ) Retail strategy

(19:30 ) Athlete partnerships

(22:00 ) Christian McCaffrey as co-founder and investor 

(24:30 ) Product roadmap and innovation focus 

(27:00 ) Staying authentic while scaling

(29:05 ) Running category launch in 2026

(30:15 ) CMC signature product line coming 2026 

(32:45 ) Role of athletes in brand building

(34:50 ) Conclusion