{
  "slug": "whoop",
  "name": "WHOOP",
  "website": "https://whoop.com",
  "category": "wellness",
  "angles": [
    "feedback"
  ],
  "thesis": "Build a wearable proposition around recurring feedback and membership.",
  "question": "Compare the hardware, recurring service and behavior guidance as separate components.",
  "from_reference": false,
  "observation": null,
  "mechanism": "Build a wearable proposition around recurring feedback and membership.",
  "audit": [
    "Compare the hardware, recurring service and behavior guidance as separate components.",
    "Collect three dated examples across at least two creative formats and save their original source URLs.",
    "Compare against two brands in the same category; distinguish an original idea from a common category convention."
  ],
  "products": [],
  "image": null,
  "evidence": {
    "status": "retrieval-incomplete",
    "label": "Source review needed",
    "source": "https://www.whoop.com/",
    "checked_at": "2026-10-13",
    "scope": "Homepage title, description and selected headings only. No ad-library, checkout, origin-history or performance review.",
    "excerpt": null
  },
  "dtc_native": {
    "status": "not_assessed",
    "reason": "A direct storefront does not establish digital-native origin, current ownership, or a majority-direct sales mix."
  },
  "ranking": {
    "status": "not_scored",
    "score": null,
    "reason": "Campaign sample, peer comparison and DTC-origin evidence are incomplete."
  }
}