This new shoe brand wants to be the Sweetgreen of footwear

When the founders of While on Earth started brainstorming the new athletic shoe company, there was little talk about other sneaker brands like Nike, Asics, Brooks, or New Balance. Instead of aiming to upend the big players also making athletic shoes, they focused on wellness; companies like Olipop, Athletic Brewing, and Sweetgreen topped the list.  “Where do these customers live and breathe?” asks Todd Meleney, who cofounded While on Earth with CrossFit pros Mat Fraser and Brooke...