WHOOP: SPORTFLEX

Every WHOOP band before this was woven, built for the wrist you train on. SportFlex was the first one built for everywhere else: waterproof, silicone, bold enough to actually be looked at.

So the visual language had to match the material. I directed the launch and built the design system that surfaces the technical features, then split the campaign across two worlds: studio with Jacob Harris, and out in nature with Frankie Carino. Vibrant color across both, nothing muted, nothing sport-safe. The brief to both photographers was the same: this is the first WHOOP you notice before it notices you.

A product launch that looked nothing like WHOOP's catalog before it. That was the point.

Close-up of large black letter 'S' with curved caps and letter 'F' with webbing on a bright orange background.
Two orange fabric watch bands with metal clasps, placed on a light gray background.
A man with curly dark hair and a serious expression, wearing a green jacket and white t-shirt, holding a wooden stick, with a red-orange glow and motion blur in the background.
An orange fitness tracker wristband with a gray clasp, displayed against a pink-orange gradient background, with text indicating the device is waterproof, dirtproof, and stainproof.
Group of diverse friends taking selfies on a hike in the outdoors with scenic nature background.
Group of diverse friends taking selfies on a hike in the outdoors with scenic nature background.
Woman with a ponytail, wearing a white long-sleeve shirt, red wristwatch, and sunglasses, rock climbing outdoors on a rocky surface with a blurred forest background.
Woman with a ponytail, wearing a white long-sleeve shirt, red wristwatch, and sunglasses, rock climbing outdoors on a rocky surface with a blurred forest background.
A person with dark skin drinking from a bright orange water bottle with a green cap, wearing sunglasses, a beige watch, and gold jewelry. The person is outdoors in sunlight.
Smiling woman with headlamp and fitness tracker smiling out of a red vehicle's window at night
Smiling woman with headlamp and fitness tracker smiling out of a red vehicle's window at night
Close-up of a person's wrist wearing a red activity tracker or smartwatch. The person is dressed in outdoor gear, with a blue sleeve and a greenish jacket, indicating they are engaging in outdoor activity, likely hiking or trail running.
Close-up of a person's wrist wearing a red activity tracker or smartwatch. The person is dressed in outdoor gear, with a blue sleeve and a greenish jacket, indicating they are engaging in outdoor activity, likely hiking or trail running.
A woman with athletic build, wearing sunglasses, a yellow sports top, and blond hair tied back, is outdoors with trees in the background, posing for a selfie with her eyes closed.