Ahead of the big game, performance wellness brand while on earth™, co-founded by NFL superstar Christian McCaffrey, and America’s largest dedicated non-alcoholic brewer, Athletic Brewing Company, will bring to life an experiential retail space within the SPORT BEACH Clubhouse at SBLX in San Francisco’s SoMa district (February 5 and 6). The SPORT BEACH Clubhouse, which will bring together a curated audience of senior decision-makers to reimagine how brands, athletes, and fans converge and make deals, will be home to offerings like a morning run club, mainstage programming centered around the future of football, networking cocktail hours, and more.
The pop-up will include access to while on earth™’s co-branded, limited edition capsule of SPORT BEACH merch, featuring the brand’s Pathway Hat, Hoodie, and Range Tee. The collection, along with while on earth’s signature Move Trainer™, will be available for purchase at the pop-up’s retail space, open to both SPORT BEACH pass holders and the general public.
The pop-up will also feature a bar with complimentary non-alcoholic beers from Athletic Brewing. Visitors will be welcomed with free Athletic brews while they shop and try on the co-branded collection. Offerings will include the company’s award-winning Run Wild IPA, and Athletic Lite, the brand’s flagship light craft brew.
During the pop-up, visitors will also hear from while on earth™ co-founders Todd Meleney and athletes Mat Fraser and Brooke Wells, both CrossFit legends, with an appearance from 49ers Running Back Christian McCaffrey. The brand’s leadership will also be co-hosting and participating in SPORT BEACH panels, as well as other events throughout the week.
All are welcome in this immersive and laid-back environment leading up to the big game. All are welcome for Morning Miles (register here for Thursday and Friday runs).
Programming Overview:
Thursday, February 5:
- 7:30am: SPORT BEACH x while on earth™ Morning Miles, led by co-founder Brooke Wells in collaboration with a local SF run club
- The run will start at SPORT BEACH Clubhouse with a warm-up, followed by a 3-5 mile socially paced run and coffee
- NOTE: The event is free and open to the public, register here
- 10:00am: Retail store opens
- 5:00pm: Happy hour co-hosted by Athletic Brewing, featuring Athletic Brewing’s award-winning brews
- Mix and mingle with co-founders Brooke Wells, Mat Fraser, and Todd Meleney
Friday, February 6:
- 7:30am: SPORT BEACH x while on earth™ Morning Miles, led by co-founder Mat Fraser in collaboration with a local run club
- The run will start at the SPORT BEACH Clubhouse with a warm-up, followed by a 3-5 mile socially paced run and coffee
- NOTE: The event is free and open to the public, register here
- 10:00am: Retail store opens
- 5:00pm: Happy hour co-hosted by Athletic Brewing, featuring Athletic brews
Location: 197 4th Street in San Francisco’s SoMa district, at the corner of 4th and Howard
Dates: Thursday, February 5 and Friday, February 6
Hours: 7:00am to 7:30pm (retail store opens at 10:00am)
while on earth™ is a Providence-based performance footwear and apparel brand creating high-performing, versatile essentials for modern athletes. Built by a proven team of brand leaders, athletes, and creatives, while on earth™ delivers timeless design rooted in discipline, intention, and movement.
For more information and to shop while on earth™ footwear and apparel visit whileonearth.co
Join the while on earth™ community on social @whileonearth
About Athletic Brewing Company
Athletic Brewing Company is America’s largest dedicated non-alcoholic brewer. Athletic is revolutionizing how modern adults drink by crafting full-flavored NA brews that can be consumed anytime and anywhere. Launched commercially in 2018, Athletic is the number one non-alcoholic beer brand in America1 and a top 20 U.S. brewing company2. Its award-winning brews are available nationwide at over 75,000 retail locations. Athletic operates custom breweries in Connecticut and California and donates up to $2 million annually to protecting and restoring outdoor spaces across the globe via its Two For The Trails program. Athletic is proudly a Certified B Corporation™.
Follow Athletic Brewing on Facebook, Instagram, LinkedIn, TikTok, X, and YouTube to stay up-to-date on all things Athletic.
About SPORT BEACH
Considered the authoritative voice on sports marketing, SPORT BEACH connects athletes, brands and creatives for curated experiences and conversations that drive growth at the intersection of sport, brand and culture. Launched in 2022 at the Cannes Lions Festival of Creativity by Stagwell (STGW), SPORT BEACH is now a year-round ecosystem spanning live events, brand activations, thought leadership programming, and a meetings and facilitation practice. Its convenings at the world’s most influential cultural and sporting moments serve as incubators for new partnerships, breakthrough creative, and industry-defining conversations. Learn more at sportbeach.com and follow us on Instagram @_SPORTBEACH_.
1 NielsenIQ, Total US xAOC + Liquor Open State + Conv, Latest 52 Wks ending 12/27/25
2 Brewers Association Top 50 U.S. Brewing Companies of 2024
For media and partnership inquiries: whileonearth@aiir.agency
whileonearth@aiir.agency
