Get ready for a fashion revolution that’s about to shake up the world of performance wear—because WHOOP and Samuel Ross MBE are joining forces in a groundbreaking, multiyear global partnership that promises to redefine how we think about style, technology, and human performance. But here’s where it gets even more exciting: this isn’t just a collaboration; it’s a bold leap into the future, blending cutting-edge design with wearable tech in ways we’ve never seen before. And this is the part most people miss—it’s not just about looking good; it’s about pushing the boundaries of what’s possible in both fashion and health.
WHOOP, the trailblazing human performance company, has teamed up with acclaimed designer Samuel Ross MBE to launch PROJECT TERRAIN, a creative venture that marks a new era for the brand. Ross, known for his innovative work with Nike, Apple, and LVMH, steps in as Global Creative Director, bringing his industrial design expertise to WHOOP’s wearable technology. Together, they’re crafting a bespoke capsule collection that includes limited-edition WHOOP bands and technical apparel, expanding WHOOP’s reach beyond the wrist and into the realm of performance fashion. These pieces, dropping in limited editions through 2028, are set to become must-haves for tech enthusiasts and fashion-forward individuals alike.
But here’s the controversial part: Can wearable tech truly become a fashion statement without compromising functionality? Ross, who has worn WHOOP for five years, believes so. His design philosophy, rooted in precision, human movement, and contemporary aesthetics, aligns perfectly with WHOOP’s mission to make technology both invisible and cool. As WHOOP’s Founder and CEO, Will Ahmed, puts it, “Working with Samuel has been a true joy. He deeply understands wearable technology, and our members will feel something new and different when they wear this limited collection.”
Johan Liden, WHOOP’s Chief Creative Officer, adds, “Samuel brings a level of craft and provocation that pushes our mission even further. His approach to materials, form, and function aligns perfectly with our ambition to create products that are both deeply technical and emotionally resonant.” This collaboration isn’t just about design; it’s about empowering individuals to experience performance and self-expression in entirely new ways.
Now, let’s talk about the bigger picture: This partnership isn’t just a business deal—it’s a cultural statement. SRA, Ross’s award-winning design studio, is known for its bold, minimalist style and functional innovation. By joining forces with WHOOP, SRA is not only expanding its mission but also investing in the future of wearable tech. Plus, WHOOP is contributing to the SR_A Black British Artist Grant, fostering emerging talent and ensuring diversity in the creative industry. It’s a win-win for innovation and inclusivity.
But here’s the question we can’t ignore: Is this the future of fashion, or just a high-tech fad? As Samuel Ross himself says, “WHOOP is shaping the future. That’s true progress, for all.” But what does this mean for the average consumer? Will these limited-edition pieces become collector’s items, or will they redefine everyday wear? We want to hear from you—do you think this collaboration is a game-changer, or just another trendy partnership? Let us know in the comments!
The first WHOOP x SR_A capsule collection will be available globally in the coming months at shop.whoop.com. For a closer look, check out the Digital Press Kit.
About WHOOP: Founded in 2012 and headquartered in Boston, WHOOP is more than just a wearable tech company—it’s a movement. With over $400 million in venture capital and a presence in 56 markets, WHOOP empowers individuals to unlock their potential and live healthier, longer lives. Their devices, like the WHOOP 5.0 and WHOOP MG, feature groundbreaking innovations such as cardiovascular health screening and Blood Pressure Insights. Learn more at whoop.com.
About SR_A: Co-founded by Samuel Ross and Yi Ng, SRA is a global design studio based in London, renowned for its bold, interdisciplinary approach. With collaborations spanning Nike, Apple, and LVMH, SRA has earned numerous accolades, including the LVMH Design Prize and British Fashion Awards. Their designs are not just products—they’re statements, showcased in museums like The Met and The V&A. Discover more at SR_A’s website.
Contact: For inquiries, reach out to Taylor Georgeson at emailprotected or Jack Taylor Worldwide.
