When Performance Meets Polish: WHOOP Unveils MERIDIAN

WHOOP has stepped into new territory with the launch of MERIDIAN, its most fashion-forward collection yet - a design shift aimed at members who want round-the-clock tracking without sacrificing style.

The move responds to a clear behavioural pattern: WHOOP's internal data shows 80% of female members already layer their device with wrist jewelry, while 35% remove it entirely for special occasions. MERIDIAN is built to close that gap, pairing a waterproof stainless steel Milanese mesh with a tapered silhouette and magnetic adjuster for a look that reads more fine jewelry than fitness tracker. It's available in Gold, Rose Gold, Alloy (Silver) and Matte Black, priced at AED 599.

Creative direction comes from José Cabaço, WHOOP's newly appointed VP of Brand, whose résumé spans Prada Linea Rossa, Nike, Adidas, Rapha and Wieden+Kennedy - a pedigree that shows in the campaign itself, shot across Paris and Milan with an unmistakably elevated, editorial feel.

The underlying idea is simple but overdue: continuous health tracking shouldn't mean choosing between function and personal style. With MERIDIAN, WHOOP is betting that members will keep the device on precisely because it no longer looks like one.