NFL: Tennessee Titans at San Francisco 49ers
Aug 13, 2026; Santa Clara, California, USA; San Francisco 49ers running back Christian McCaffrey (23) watches warmups before a preseason game against the Tennessee Titans at Levi's Stadium. Mandatory Credit: David Gonzales-Imagn Images Credit: IMAGN IMAGES via Reuters Connect (Reuters)
San Francisco 49ers star Christian McCaffrey has explained why he chose to build his own footwear brand instead of continuing with Nike. McCaffrey recently launched the CMC Signature Shoe through While On Earth, a company he co-founded and joined as an investor.
Speaking on Boardroom Talks with Vanessa Richardson, the NFL star said his decision came from wanting to create something beyond his playing career.
“The reality is football ends, and a Nike deal ends, and all these other brands, those deals end,” McCaffrey said. “While On Earth came to me with a very unique opportunity where it was something where I could help solve a solution to what I felt like was a lot of problems in the industry, which is quality footwear.”
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The veteran running back saw an opportunity to address an issue he regularly heard from teammates. “Everything starts from the ground up,” McCaffrey said. “So I met the team, fell in love with every single person on the team, fell in love with the ethos… then I loved the quality and the actual product, and so for me it was a pretty easy transition.”
McCaffrey also wanted direct control over the product. He spent more than a year testing the shoe and providing feedback on its design, support and performance. “It’s really fun creating something out of nothing and something special out of nothing,” he said, before adding, “And as an athlete, the equipment matters. It really matters.”
Christian McCaffrey wants performance to drive the CMC brand
NFL: San Francisco 49ers at Los Angeles Chargers
Inglewood, California, USA; San Francisco 49ers running back Christian McCaffrey (23) leaves the field after the game against the Los Angeles Chargers at SoFi Stadium. Mandatory Credit: Kirby Lee-Imagn Images Credit: IMAGN IMAGES via Reuters Connect (Reuters)
For an NFL running back, footwear can affect training, movement and recovery. McCaffrey said equipment matters because athletes rely on it during workouts, sprinting, route running and practice.
“That stuff makes a huge impact on the way your body feels, which is my job,” McCaffrey said. “We have an amazing job where we get to work out, train, get treatment for a living, and find the best ways possible to become the best running back I can be.”
Christian McCaffrey explains that he left his multi-million dollar Nike deal to create his own company & shoe because his own brand will last beyond his NFL career and he can help athletes pick the best footwear 🔥👀
“The reality is that football ends, a Nike deal ends… ‘While… pic.twitter.com/TT3AttJYB4
— Slime🐍 (@ItsKingSlime) August 24, 2026
McCaffrey’s approach also reflects the demands placed on a player who has dealt with injuries during his career. The CMC features a TPU midfoot plate, supportive heel structure and multidirectional traction. McCaffrey said he tested the shoe extensively before putting his name on it.
“I love it so much I’ll put my name on it,” he said. That involvement gives McCaffrey more control than a traditional endorsement deal, while also tying his reputation directly to the product.
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His move also creates a business opportunity beyond football. “I love being a part of something bigger than myself,” McCaffrey said. “… It’s been just such a blast to have a project on the side of football that I care passionately about.”
McCaffrey’s priority remains football, but his new venture reflects how he is truly dedicated to build something alongside his career.
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