while on earth™ unveils “made to move” performance wear

The Drop: New performance brand while on earth™ is set to debut its first footwear collection on September 18th at 12:00PM ET. The footwear drop will be followed by the brand’s inaugural apparel and accessories line in early October.

The Details: Designed for movement that moves you

while on earth™  was founded for those who move, go, and do, aiming to fill a gap left by existing brands that have struggled to keep up with evolving wellness trends.

Industry veterans with decades of footwear and apparel experience designed its products, while professional athletes spent hundreds of hours meticulously testing and providing feedback to hone designs.

while on earth’s founding team consists of pro athletes and industry veterans.

The Move Trainer, while on earth™’s debut footwear product, promises performance for whatever you do, and a timeless style for wherever you go. The apparel line, launching in October, will feature premium materials and fits designed to enhance movement and comfort for both men and women.

while on earth’s debut apparel line designed to enhance movement and comfort.

Meet the Move Trainer

Retailing at $150, The Move is an all-purpose fitness shoe engineered for movement both in and out of the gym. Featuring while on earth™’s innovative ThriveKnit technology, this internally reinforced trainer offers comfort and functionality.

The Move Trainer in while on earth’s Dune / Citron colorway.

The Move is available in four colorways: Dune/Citron, White/Mist, Seaport (Blue)/Oat, and Beet/Oat, with more options set to release later in the year.

Engineered for high performance, The Move boasts a 6mm heel-to-toe drop, TPU wrap for stability, and medial abrasion protection. Comfort is key, with premium heel cushioning and an EVA midsole, while anti-stain and water-resistant treatments ensure durability.

Behind the brand

Mat Fraser and Brooke Wells have joined while on earth as co-founders and investors.

The founding team brings together impressive experience and athletic achievements:

Todd Meleney, former CMO of NOBULL, brings his expertise in building cult followings and orchestrating successful product launches. During his tenure, NOBULL grew from pre-launch to over $200 million in annual sales.

Brooke Wells, a nine-time CrossFit Games athlete, joins the team after a long-standing endorsement with NOBULL. Wells brings her athletic expertise to the creative direction of while on earth™’s women’s line, shaping products that meet the demands of female athletes.

Mat Fraser, five-time CrossFit Games Champion and founder of HWPO Training, brings his experience as a former Nike athlete and his substantial social media following. Fraser plays a key role in the brand’s footwear development, leveraging his insights from previous Nike collaborations that resulted in millions of dollars in sales of branded footwear and apparel.

The team’s combined experience in athletic performance, brand building, and community engagement positions while on earth™ to make a significant impact in the performance wear space.

Where to buy

while on earth™’s footwear is available from 12:00PM ET on September 18th, with its first apparel collection for men and women following in early October. Join the waitlist for the chance to win a free pair of shoes.