WHOOP names Samuel Ross global creative director
WHOOP said it has begun a multiyear, global creative partnership with designer Samuel Ross MBE called PROJECT TERRAIN.
WHOOP appoints Samuel Ross as global creative director, launches performance fashion project
US wearable technology company WHOOP has named designer Samuel Ross as its global creative director and unveiled a multi-year collaboration marking its first move into performance fashion.
WHOOP has appointed Samuel Ross MBE as global creative director and launched PROJECT TERRAIN, a multi-year collaboration the company said represents its first performance design partnership.
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Under the arrangement, WHOOP will release a bespoke capsule featuring limited-edition, customised WHOOP bands and new apparel within its WHOOP Body collection, according to a company statement.
The range will include technical garments designed to allow WHOOP devices to be worn beyond the wrist and will be released through limited-edition drops this year and through to 2028.
Will Ahmed, founder and chief executive of WHOOP, said the collaboration reflects the company’s belief that wearable technology should either be invisible or desirable. He said working with Ross would deliver something new for WHOOP members through a design-led approach to performance wear.
Johan Liden, chief creative officer at WHOOP, said design has long been central to the company’s impact and that Ross brings a level of craft and provocation that would push that mission further.
The company said Ross’s studio, SR_A, will join WHOOP as an investor alongside named investor-partners Niall Horan and Cristiano Ronaldo.
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WHOOP will also contribute to the SR_A Black British Artist Grant and host the selected recipient in an in-house design residency, the statement said. Ross, who has worn WHOOP for five years, will lead SR_A on the collaboration.
The first limited-edition WHOOP x SR_A capsule is expected to be available globally in the coming months via the company’s websites and social channels, WHOOP said.
The Recap
- WHOOP launches PROJECT TERRAIN with Samuel Ross as creative director.
- Limited-edition bands and apparel will drop this year and 2028.
- SR_A joins as investor; WHOOP funds artist grant and residency.
