Health and fitness wearable company Whoop has appointed designer Samuel Ross as global creative director, as the brand embarks on a multiyear collaboration called Project Terrain.
Ross’ design studio Sr_A will play a part in Whoop’s efforts to operate at the “intersection with performance fashion and cultural design”. He has previously worked with Nike, Converse, Oakley, and LVMH.
“At Whoop, we’ve always believed that wearable technology needs to be invisible or it needs to be cool,” said Will Ahmed, founder and CEO of Whoop.
“Working with Samuel Ross has been a true joy. He deeply understands wearable technology. Our members will feel something new and different when they wear this limited collection.”
Samuel Ross added that he and Whoop have a “clear, sharp vision” for the project going forward.
“Our collaboration enables us to expand the Whoop design language into an entirely new dimension—one that empowers members to experience performance and self-expression in ways they never have before,” Johan Liden, chief creative officer of Whoop, said.
Whoop said that Sr_A will join as an investor, alongside high-profile names including Niall Horan and Cristiano Ronaldo. The first product launch is expected in the coming months.
