Oura rings won the 2026 World Cup with its England partnership. On the first day of the tournament, Oura hired England national team co-captains Harry Kane and Declan Rice as official ambassadors for a campaign focused on preparing for and recovering from matches. Combined with its U.S. efforts, this marked Oura’s biggest investment in the brand’s 11-year history. The partnership was strategic, considering the U.K. is a top three market for Oura. Plus, early polling indicated that 87% of U.K. Gen Z planned to engage with content related to the World Cup. (Glossy)
👀 Read more from YPulse: The World Cup is Uniting Gen Z Across Regions—in 3 Stats
