WHOOP, the leading human performance company, has partnered with acclaimed designer Samuel Ross MB, to launch PROJECT TERRAIN—an innovative, multi-year collaboration that transforms WHOOP from a wearable tech pioneer into a cultural design brand. Ross joins as Global Creative Director of WHOOP x SR_A, blending industrial aesthetics with advanced performance innovation.
This marks WHOOP’s first performance design partnership, delivering limited-edition customized bands and apparel that go beyond traditional wristwear, arriving in limited drops through 2028. Ross’s work, known for pushing material science, form, and function with brands like Nike, Apple, and LVMH, brings a new narrative to WHOOP’s aesthetic—focused on utility, structure, and emotion.
Will Ahmed, WHOOP CEO, emphasizes the goal: “Wearable tech should be invisible or stylish,” promising a collection that feels fresh and authentic. Johan Liden, WHOOP’s Chief Creative Officer, highlights how Ross’s design ethos elevates WHOOP’s impact—creating deeply technical yet emotionally resonant products that empower self-expression through performance.
The collaboration introduces a new design language rooted in utility, precision, and material innovation, shaping the future of health and fashion. SR_A will also join as an investor and support emerging talent through a new design residency, reinforcing their joint commitment to innovation and cultural influence. This industry-first partnership signals a new chapter where performance, design, and creativity converge at the highest level.
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