Overview of the Brand
While on Earth emerges as a pioneering sneaker brand originating from a collaboration among notable figures in the CrossFit community. Mat Fraser, a five-time CrossFit Games champion, and Brooke Wells, who has competed in the Games nine times, are the driving forces behind this innovative venture, complemented by the expertise of Todd Meleney, the former Chief Marketing Officer at No Bull.
Who’s Behind While on Earth?
The synergy between Fraser, Wells, and Meleney showcases a deep commitment to the fitness world. Fraser and Meleney have a longstanding relationship within the CrossFit community, while Wells has worked closely with Meleney during her time at No Bull. Together, they sought to create footwear that meets the rigorous demands of elite athletes as well as everyday users.
The Brand’s Mission
While on Earth’s mission is straightforward yet ambitious: to develop footwear that is versatile, durable, and stylish, serving both athletic endeavors and daily activities. The founders aim to craft products that reflect their dedication to fitness, comfort, and functionality, catering to anyone who leads an active lifestyle.
Product Details: The Move Trainer
Design and Features
The Move Trainer is the flagship product of While on Earth, engineered for both performance and versatility. It features a knit upper that combines flexibility and support, allowing for a wide range of motion required during various workouts. The shoe’s midsole stands out, created through a unique combination of four different manufacturing molds, including a midsole, outsole, TPU guard, and heel clip, ensuring both stability and cushioning essential for high-intensity training and long periods of wear.
Performance and Versatility
Designed with adaptability in mind, the Move Trainer transitions effortlessly from gym sessions to casual outings. It’s suitable for diverse movements—including lifting and running—while maintaining an aesthetic that allows it to be worn outside of workouts. Fraser highlights the comfort level of the Move Trainer compared to previous training shoes, noting that it replaces the rigid footwear he was accustomed to during his competitive career. This shoe is particularly crucial for Wells, whose recovery from a torn plantar fascia has benefited from the shoe’s softer sole, facilitating effective training without discomfort.
The Founders’ Experience with Footwear
Mat Fraser’s Experience
Having spent a decade as the face of Nike Training, Mat Fraser’s journey with athletic shoes involved actively developing his signature shoe, the Nike Metcon. Despite their success, he found the shoes too rigid for his needs outside of exertive training, identifying a gap for a versatile shoe combining performance with everyday comfort. This realization motivated him to collaborate on a more adaptable footwear solution.
Brooke Wells’ Experience
Brooke Wells also contributes significant footwear experience to the brand. Previously associated with No Bull, Wells was attuned to the performance-driven nature of athletic footwear. After her injury, however, she discovered that traditional training shoes failed to provide the necessary comfort and support, prompting her collaboration with Fraser and Meleney. The Move Trainer embodies her vision of a shoe that enhances training while addressing her unique recovery needs.
Market Reception and Future Plans
The anticipation for While on Earth has been palpable, especially following Wells’ appearance at the 2024 CrossFit Games in the Move Trainer. Fans and fitness enthusiasts have flooded social media with inquiries regarding the innovative shoe, demonstrating the brand’s immediate resonance with its community.
Upcoming Releases and Expansion
The Move Trainer is just the beginning for the brand, with plans to introduce additional colorways during the holiday season. Mat Fraser hints at one of his favorite unreleased styles, while the brand expands into apparel, with a collection expecting to launch in early November. This women’s line, designed with input from Wells, will cater to high-intensity workouts and casual activities alike.
Over the next 18 to 24 months, While on Earth aims to unveil a diverse range of products, including new footwear models and apparel that meets the needs of those dedicated to fitness, seeking to create a timeless brand that resonates with an active lifestyle.
