British designer Samuel Ross has joined WHOOP as Global Creative Director for a new multiyear collaboration titled Project Terrain. Ross, known for founding A-Cold-Wall and later Samuel Ross_Atelier (SR_A), will design a bespoke capsule collection blending fashion, performance, and wearable technology.

The partnership marks a new chapter for WHOOP, the Boston-based wearable technology brand, as it expands beyond health tracking hardware into performance fashion. Ross’ role will combine design leadership with strategic creative direction while guiding the aesthetics of future apparel and accessories under the WHOOP x SR_A banner.

🧵 Project Terrain Collaboration

Under Project Terrain, Ross will lead the design of a bespoke capsule collection. The collection will include technical garments, performance-focused apparel, and special edition WHOOP bands. According to the announcement, releases will roll out gradually between 2026 and 2028.

Moreover, the collaboration will focus on functionality, movement, and material innovation. As a result, the designs aim to reflect both WHOOP’s performance mission and Ross’ industrial design approach.

😊 Ross’ Background and Vision

Ross has built a strong reputation for merging industrial design with fashion and material innovation. After founding A-Cold-Wall and later launching SR_A, he has collaborated with major global brands including Nike, LVMH, Zara, and other influential partners. Therefore, his move to WHOOP continues a trajectory that blends cultural design with functional form.

Ross said the partnership reflects a shared vision to innovate at the intersection of design and performance. Meanwhile, he emphasised that WHOOP’s focus on personal health and recovery aligns with his own interest in creating garments that respond to human activity and movement.

🧠 WHOOP’s Strategic Expansion

Meanwhile, WHOOP’s CEO and creative leaders also highlighted Ross’ appointment as a way to elevate the brand’s design language. They noted that his approach to materials, form, and structural innovation complements WHOOP’s mission to extend wearable technology into new cultural and fashion spaces.

This collaboration represents WHOOP’s first major foray into performance design partnership, and it follows the brand’s ongoing efforts to expand its footprint beyond strictly tech-centric products. Consequently, Project Terrain highlights how fashion and wearable technology can merge for both aesthetic impact and functional value.

🎨 What Comes Next

As the collaboration unfolds, WHOOP and Ross will release limited edition pieces that reflect both technical refinement and expressive design. Therefore, consumers can expect a fresh wave of products that bridge fashion sensibilities with wearable performance tech.