# Experiential Wellness-Focused Pop-Ups while on earth™ Partnered with Athletic Brewing Company By Kalin Ned | Published 2026-03-07 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/while-on-earth1 References: [insider.fitt.co](https://insider.fitt.co/press-release/while-on-earth-and-athletic-brewing-company-unveil-lineup-for-pop-up-ahead-of-the-big-game-at-sport-beach-clubhouse/)  while on earth™, a performance wellness brand co-founded by NFL player Christian McCaffrey and CrossFit legends Mat Fraser and Brooke Wells, partnered with the leading non-alcoholic brewer, [Athletic Brewing Company](https://www.trendhunter.com/trends/athletic-brewing-company), to create an experiential pop-up retail space within the SPORT BEACH Clubhouse in San Francisco's SoMa district. This experience ran on February 5th and 6th, ahead of Super Bowl LX. The while on earth™ x Athletic Brewing Company activation offered visitors access to a co-branded limited edition capsule collection of apparel, alongside the opportunity to purchase the brand's signature Move Trainer™ product. Complimentary non-alcoholic beers from Athletic Brewing, such as the [Run Wild IPA](https://www.trendhunter.com/trends/athletic-brewing-company-1) and [Athletic Lite](https://www.trendhunter.com/trends/athletic-lite), wereavailable at a bar within the pop-up. The programming extended beyond retail, featuring morning run clubs led by the athlete co-founders themselves, happy hours for networking, and appearances from figures like Christian McCaffrey. Image Credit: while on earth™ x Athletic Brewing Company ## Trend Insights (Trend Hunter) - Score: 7.3/10 - Popularity: 76% | Activity: 78% | Freshness: 66% - Audience gender: 70% men, 30% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Key Themes Behind This Trend - **Experiential Wellness Retail:** Pop-up retail that blends fitness programming, product drops, and social spaces creates new models for immersive consumer engagement that combine commerce with community-driven wellness. - **Co-branded Non-alcoholic Partnerships:** Collaborations between wellness brands and non-alcoholic beverage makers are redefining lifestyle-aligned sponsorships by merging product sampling with brand-aligned experiences and limited-edition merchandise. - **Athlete-led Community Programming:** Events anchored by athlete founders and influencers are shifting loyalty dynamics by turning celebrity-led fitness activations into ongoing local networks and premium content opportunities. ### Where This Applies - **Sports Apparel Retail:** Limited-edition capsule drops tied to experiential activations are enabling direct-to-consumer apparel models that bypass traditional retail cycles and emphasize moment-driven scarcity. - **Non-alcoholic Beverage:** Functional NA beer brands are expanding beyond bars into lifestyle and wellness ecosystems, opening possibilities for beverage-as-experience formats integrated with fitness and recovery programming. - **Experiential Marketing & Events:** Branded pop-ups that combine retail, programming, and influencer participation are transforming one-off activations into scalable platforms for community monetization and data-driven customer relationships. ## Related on Trend Hunter - [Runner-Focused Non-Alcoholic Craft Beers](https://www.trendhunter.com/trends/runners-high-brewing.md) - [Bodega Pop-Up Experiences](https://www.trendhunter.com/trends/taste-the-aloha-experience.md) - [Non-Alcoholic Beer Expansions](https://www.trendhunter.com/trends/eastern-market-brewing.md) - [Basketball-Themed Beverage Campaigns](https://www.trendhunter.com/trends/athletic-brewing-company1.md) - [Sustainable Beer Brand Partnerships](https://www.trendhunter.com/trends/environmental-sustainability.md) - [Immersive Wellbeing Experiences](https://www.trendhunter.com/trends/healf-experience.md) - [Moderate Drinking Campaigns](https://www.trendhunter.com/trends/athletic-january.md) - [Non-Alcoholic Craft Beer Partnerships](https://www.trendhunter.com/trends/nonalcoholic-craft-beer1.md) - [Sustainable Coffee Ventures](https://www.trendhunter.com/trends/staten-island.md)