Introducing Project Terrain: Engineering The Future Of Performance with Samuel Ross

What It Covers

WHOOP CEO Will Ahmed and designer Samuel Ross detail Project Terrain, a three-chapter seasonal apparel and band collection built around function-first design principles, technical fabrics from Italy, Japan, and South Korea, and wearable visibility integration.

Key Questions Answered

• •Function-first design: Every aesthetic decision in Project Terrain serves a technical purpose — perforations are placed specifically for breathability, hoods are structured to prevent wind tunneling during runs, and reflective 3M flex strips are embedded throughout for low-light visibility without requiring additional gear.
• •Seasonal color strategy: Each of the three collection chapters maps to a specific terrain environment. Chapter one uses slate, iron, and titanium tones for urban training. Chapter two shifts to rusts and deep browns for outdoor settings, creating a deliberate, evolving visual identity across releases.
• •Wearable integration by design: Garments are engineered with perforated cutouts specifically positioned to keep the WHOOP sensor visible on the wrist at all times, treating the hardware as a design element rather than concealing it beneath fabric — a deliberate departure from standard athletic apparel conventions.
• •Durability over perfection: Band materials use raised 3M pigment ink printing, reflective finishes, and textured grip surfaces to prioritize endurance and daily wearability. Ross frames the design ethos as tool-like — built to accumulate wear rather than maintain a pristine appearance over time.