Renowned British designer Samuel Ross is stepping into a new role at the intersection of performance, culture, and design. In a landmark move, Samuel Ross joins Whoop as global creative director for a collaborative project, marking the beginning of a long-term partnership between the human performance company and Ross’s design studio, Samuel Ross_Atelier (SR_A).
Project Terrain: Where Performance Meets Design
The collaboration will unfold under the name Project Terrain, a multiyear initiative that will see Ross conceptualise and design a series of exclusive apparel and technical garments. These pieces will be released as limited-edition capsule drops, scheduled to roll out from 2026 through 2028. Each collection is expected to reflect Ross’s signature approach—combining utilitarian function, advanced materials, and culturally driven aesthetics.
A Partnership Beyond Design
This alliance extends beyond creative direction. As part of the agreement, SR_A has also joined Whoop as an investor, aligning with a high-profile group that includes Niall Horan and Cristiano Ronaldo. In return, Whoop will actively support SR_A’s Black British Artist Grant and welcome a selected grant recipient into an in-house design residency, reinforcing a shared commitment to nurturing emerging talent.
Whoop’s Evolution into Performance Fashion
For Whoop, the collaboration signals a pivotal evolution. Known primarily for its wearable technology and performance tracking, the brand continues to expand into apparel that bridges personal health, athletic performance, and cultural relevance. Partnering with Ross positions Whoop firmly within the conversation around performance fashion and contemporary design.
Samuel Ross’s Post–A-Cold-Wall Vision
The partnership also represents a personal shift for Ross. After departing from A-Cold-Wall in 2024, he has focused on building SR_A as a platform for slow fashion and experimental collaboration. Since then, Samuel Ross_Atelier has secured multiyear partnerships with global names including Zara, LVMH, and Nike, underscoring Ross’s growing influence beyond traditional fashion cycles.
Shared Values and Creative Ambition
Yi Ng, co-founder and CEO of SR_A, described the collaboration as a “landmark joint venture,” highlighting a shared drive to challenge convention. According to Ng, working with Whoop creates an opportunity to expand SR_A’s creative mission while delivering products with global resonance.
Echoing this sentiment, Whoop’s chief creative officer Johan Liden praised Ross’s distinctive approach, noting his ability to blend craft, provocation, and purpose. Liden emphasized that Ross’s vision aligns seamlessly with Whoop’s ambition to produce apparel that is not only technically advanced but also emotionally engaging.
