Samuel Ross joins Whoop as global creative director of collaborative project

Samuel Ross_ the founder of A-Cold-Wall_ has joined Whoop as the global creative director of a multiyear collaborative project between the performance company and his design studio_ SR_A.

Through _Project Terrain__ Ross will design a bespoke capsule collection of new apparel pieces and technical garments_ which will land in limited edition drops throughout 2026 and into 2028.

As part of the new partnership_ SR_A also joins Whoop as an investor_ alongside Niall Horan and Cristiano Ronaldo. The brand will in-turn contribute to SR_A_s Black British Artist Grant and will host a selected recipient for an in-house design residency.

The collaboration marks a new chapter for Whoop_ the brand said_ as it continues to move beyond wearable technology into an apparel brand focused on merging personal health with performance fashion and cultural design.

For Ross_ the partnership also reflects a transition into performance innovation. Since exiting A-Cold-Wall in 2024_ the designer has embarked on a new journey into slow fashion under Samuel Ross_Atelier (SR_A)_ which has already struck up multiyear collaborations with Zara_ LVMH and Nike.

In a statement_ SR_A co-founder and CEO_ Yi Ng_ said the “landmark joint venture” with Whoop reflected a “mutual commitment to pushing boundaries”. Ng continued: “Partnering with Whoop enables us to elevate SR_A_s mission while creating products that connect with a global audience.”

Whoop_s chief creative officer_ Johan Liden_ added that Ross brought a “level of craft and provocation” that pushes the brand_s mission of delivering “meaningful impact” further. “His approach to materials_ form_ and function aligns perfectly with our ambition to create products that are both deeply technical and emotionally resonant_” he stated.