Behind the Brand with Bryan Elliott He Built a $250 Million Brand. Then He Left to Start Over | While on Earth
In 2015 Todd Meleney, a young inexperienced newcomer, helped build Nobull from a three-person startup to $250 million in annual revenue. Then just 18 months ago he walked away to do it again, from scratch, in one of the most competitive markets on the planet.
The result is While on Earth, a performance wellness footwear and apparel brand he launched in fall 2024 out of Providence, Rhode Island. Less than two years in, the brand is in hyper growth mode, operating primarily direct-to-consumer, with a product line expanding in 2026. Meleney also has three big-name pro athlete co-founders to help design, develop and legitimize the brand, including arguably the best player in the NFL who gave up a multi-million dollar deal with Nike to join them.
Meleney is a visionary entrepreneur who believes time is our most valuable currency, and he’s passionate about helping people reach their full potential through performance and wellness.
Before launching while on earth™, Todd was the award-winning CMO and first employee at NOBULL, where he oversaw marketing, content, and revenue from pre-launch to $200M+ in annual sales. He’s known for building a cult following and orchestrating some of the largest and most highly anticipated product launches in the athletic space.
In this episode, Todd talks about his philosophy behind while on earth and how he’s scaling the brand as an influential leader in athletic performance wear and wellness; lessons from growing NOBULL from the ground up and building an engaged community; collaborating with elite athletes like Christian McCaffrey and launching authentic brand partnerships that actually move the needle; his insights on marketing, product launches, and entrepreneurship in the performance wellness space.