This new shoe brand wants to be the Sweetgreen of footwear

While on Earth is designed to be the only shoe you need to take on a weekend getaway.

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.