Oura rings will be the Official Wearable for Team USA for the Milano Cortina 2026 and Los Angeles 2028 Games, provided to U.S. Olympians and Paralympians to monitor sleep, stress, and other biometrics.

The partnership emphasizes a holistic approach to performance, using data to inform rest and strategic decision-making across an athlete's season rather than a single event.

Oura has prioritized mainstream visibility under its leadership, pursuing high-profile collaborations including a Mission Impossible-themed ad with Tom Cruise and CNN's Magic Wall sponsorship during the 2024 U.S. presidential election.

Despite broader adoption, some sports events, such as the Australian Open, have bans on smart bands, highlighting ongoing regulatory considerations in wearable use.

Circana data show fitness-tracking devices surged in 2025, with rings capturing a large share of revenue, underscoring Oura's growth trajectory.

Oura’s move reflects a broader trend of wearable tech in sports, with leagues using devices for safety, injury prevention, and performance insights.

Doug Sweeny, Oura's Chief Marketing Officer, calls wearables essential in professional sports and frames this partnership as a first-of-its-kind between Oura and Team USA.

Athletes like Lindsey Vonn and Katie Ledecky have publicly cited Oura's benefits in managing training load, rest, and sleep.

Since 2024, Oura has expanded from U.S. Ski & Snowboard and USA Hockey to add U.S. Speed Skating and Women's Soccer, focusing on rest and recovery data for athletes.

Oura has accelerated growth since 2024, selling over 5.5 million rings by September 2025 and reaching an $11 billion valuation after a $900 million Series E round.