BOSTON, Mass. — WHOOP announced a multiyear, global creative partnership with acclaimed designer Samuel Ross MBE, naming him Global Creative Director, WHOOP x SR_A, as the company moves deeper into performance fashion and design-driven wearable technology.
The collaboration, titled PROJECT TERRAIN, marks WHOOP’s first performance design partnership and reflects the company’s evolution beyond wearable technology into the broader intersection of personal health, fashion, and cultural design. Under Ross’ creative direction, the partnership will introduce a bespoke capsule collection that includes limited-edition WHOOP bands and new apparel within the WHOOP Body collection, designed to enable wearing the device beyond the wrist. Limited-edition drops are planned through 2028.
Ross brings extensive experience in industrial and performance design through his studio SR_A, previously known for founding A-Cold-Wall*. His work has included collaborations spanning dozens of footwear models with Nike and Converse, multiple collections with Oakley, long-running partnerships with LVMH through Hublot, experimental fragrances with Acqua di Parma, and an external design role at Apple Group as Principal Design Consultant at Beats. Ross has also been a WHOOP user for five years, a connection the company said informed the partnership.
“At WHOOP, we’ve always believed that wearable technology needs to be invisible or it needs to be cool,” said Will Ahmed, Founder and CEO of WHOOP. “Working with Samuel Ross has been a true joy. He deeply understands wearable technology. Our members will feel something new and different when they wear this limited collection.”
Johan Liden, Chief Creative Officer of WHOOP, said the collaboration expands the company’s design ambitions.
“Design has always been core to how WHOOP delivers meaningful impact, and Samuel brings a level of craft and provocation that pushes that mission even further,” Liden said. “His approach to materials, form, and function aligns perfectly with our ambition to create products that are both deeply technical and emotionally resonant. Our collaboration enables us to expand the WHOOP design language into an entirely new dimension—one that empowers members to experience performance and self-expression in ways they never have before.”
PROJECT TERRAIN will be guided by SR_A’s industrial and architectural design ethos, emphasizing precision, material innovation, and functional clarity. WHOOP said the capsule will introduce a new design vocabulary informed by utility, intentionality, and a materials-driven approach.
Samuel Ross, Global Creative Director, WHOOP x SR_A, said the partnership reflects shared values around technology and human performance.
“WHOOP is shaping the future. That’s true progress, for all,” Ross said. “It is one of the first design and technology companies of our generation, founded within our generation, by our generation, that is defining the right relationship to health, through advanced technology. I look forward to building the future with Will and the WHOOP design teams. We have a clear, sharp vision to move global design expectations forward.”
Yi Ng, Co-founder and CEO of SR_A, said the collaboration represents an industry-first approach.
“This landmark joint venture reflects our shared vision for the future of wearable technology and the power of innovation and creativity,” Ng said. “As an industry first, it underscores our mutual commitment to pushing boundaries. Partnering with WHOOP enables us to elevate SR_A’s mission while creating products that connect with a global audience.”
As part of the agreement, SR_A will join WHOOP as an investor, alongside partners including Niall Horan and Cristiano Ronaldo. WHOOP will also support the SR_A Black British Artist Grant and host its selected recipient for an in-house design residency, allowing emerging talent to work directly with the company’s creative teams.
