Read on FashionNetwork.comWhoop Partners with Samuel Ross MBE as Global Creative Director in Landmark Design Collaboration
Wearable technology leader Whoop has announced a groundbreaking multiyear partnership with acclaimed designer Samuel Ross MBE, appointing him as Global Creative Director. This marks Whoop's first performance design collaboration, signaling a strategic move to elevate its brand through high-fashion and industrial design principles. Dubbed 'Project Terrain,' the initiative will produce limited-edition Whoop bands, apparel, and foster creative residencies, blending advanced health tech with cutting-edge design aesthetics.
In a significant move that bridges the worlds of high-performance wearable technology and avant-garde design, Whoop has unveiled a multiyear strategic partnership with designer Samuel Ross MBE. The collaboration appoints Ross as Whoop's Global Creative Director, representing the company's inaugural foray into a dedicated performance design partnership. This alliance, announced in January 2026, is poised to redefine the aesthetic and cultural positioning of health-focused wearables, merging Whoop's data-driven technology with Ross's renowned industrial and architectural design ethos.
The Strategic Vision Behind the Partnership
The collaboration, officially named "Project Terrain," is founded on a shared vision to advance global design expectations within the health technology sector. For Whoop, a company built on the premise of unlocking human performance through data, this partnership represents an evolution from pure utility to cultivated style. Will Ahmed, Founder and CEO of Whoop, articulated the company's design philosophy, stating, "At Whoop, we've always believed that wearable technology needs to be invisible or it needs to be cool." He emphasized the unique value Ross brings, noting, "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."
Samuel Ross MBE: A Profile in Disruptive Design
Samuel Ross MBE brings a formidable and critically acclaimed design pedigree to the partnership. As the founder of the award-winning studio SR_A and the former founder of the fashion label A-Cold-Wall*, Ross has built a career on reimagining culture, material science, and form. His portfolio includes high-profile collaborations with global giants such as Nike, Converse, Oakley, Hublot, Acqua di Parma, and Beats by Dre. Ross's approach is characterized by a focus on utility, intentionality, and a structural, materials-driven design methodology. In a statement about the partnership, Ross highlighted Whoop's generational impact, saying, "Whoop is shaping the future. That's true progress, for all. 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."
Project Terrain: Outputs and Creative Direction
The tangible outputs of "Project Terrain" will be a bespoke capsule collection, rolling out in limited-edition drops starting in 2026 and continuing into 2028. The collection will feature customized, limited-edition Whoop bands and new apparel pieces within the existing Whoop Body line. The design language will directly import SR_A's industrial and architectural ethos into Whoop's product ecosystem. This means members can expect a fusion of technical performance and considered aesthetics, where form is deeply informed by function and material innovation. Ross expressed his forward-looking ambition for the collaboration, stating, "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."
Beyond Product: A Holistic Creative and Community Investment
The partnership extends beyond product design into deeper creative and community engagement. As part of the agreement, SR_A will join as an investor in Whoop, alongside other notable partners like Niall Horan and Cristiano Ronaldo. Furthermore, Whoop has committed to supporting the SR_A Black British Artist Grant. This support will include hosting the grant's recipient for an in-house design residency at Whoop, fostering a direct pipeline for emerging creative talent into the tech industry. This aspect of the deal underscores a commitment to nurturing the next generation of designers and creating a more inclusive creative ecosystem.
Conclusion: Redefining the Wearable Tech Landscape
The multiyear collaboration between Whoop and Samuel Ross MBE marks a pivotal moment for the wearable technology industry. It signals a maturation where leading tech brands actively seek to integrate high-caliber creative direction to enhance brand perception, user experience, and cultural relevance. By marrying Whoop's advanced biometric technology with Ross's disruptive design vision, "Project Terrain" is set to challenge conventions and offer consumers a new paradigm where health monitoring is not just functional but also a considered and cool element of personal style. This partnership establishes a powerful blueprint for how technology companies can leverage design as a core competitive advantage and driver of innovation.
