Samuel Ross, the founder of A-Cold-Wall, has joined Whoop. He will be global creative director of a multi-year collaboration project between the US performance company and its design studio SR_A.
As part of ‘Project Terrain’, Ross will design a bespoke capsule collection. This will consist of new clothing and technical textiles and will appear in limited drops from 2026 to 2028.
As part of the new partnership, SR_A also joins Whoop as an investor alongside Niall Horan and Cristiano Ronaldo. In return, the brand will contribute to SR_A’s ‘Black British Artist Grant’. It will also host a selected scholarship holder for a design residency in the company.
The collaboration marks a new chapter for Whoop, according to the brand. The company is continuing to evolve from wearable technology to a clothing brand. The focus is on the connection between personal health, performance fashion and cultural design.
For Ross, the partnership also reflects a transition into performance innovation. Since leaving A-Cold-Wall in 2024, the designer has taken a new path towards slow fashion under Samuel Ross_Atelier (SR_A). In this context, he has already entered into multi-year collaborations with the Spanish fashion group Zara, the French luxury goods group LVMH and the US sporting goods manufacturer Nike.
In a statement, Yi Ng, co-founder and CEO of SR_A, said the “landmark joint venture” with Whoop reflects a “mutual commitment to push boundaries.” Ng continued: “Partnering with Whoop allows us to advance SR_A’s mission while creating products that appeal to a global audience.”
Johan Liden, Whoop’s chief creative officer, added that Ross brings a “level of craftsmanship and provocation.” This further advances the brand’s mission to create “meaningful impact.” “His approach to materials, form and function fits perfectly with our commitment to creating products that are both highly technical and emotionally engaging,” he explained.
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