Samuel Ross has been named Global Creative Director at WHOOP, launching a multi-year collaboration between the human performance company and his design studio, Samuel Ross_Atelier (SR_A).
The partnership, titled Project Terrain, marks a strategic shift for WHOOP as it accelerates its move into performance-led fashion and design. Running from 2026 through 2028, Project Terrain will introduce a series of limited-edition drops spanning technical apparel and customised WHOOP bands, designed to integrate the device beyond the wrist.
The agreement also sees SR_A join WHOOP as an investor, alongside Niall Horan and Cristiano Ronaldo. In parallel, WHOOP will support SR_A’s Black British Artist Grant and host a grant recipient in an in-house design residency.
Speaking on the venture, Ross stated: “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. 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.”
For Ross, the role extends his post–A-Cold-Wall trajectory into performance innovation. Since leaving the brand in 2024, he has focused on slow fashion through SR_A, securing long-term collaborations with Zara, LVMH and Nike.
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