The Culture Effect

CMO Doug Sweeny unpacks Oura’s winning bet on the World Cup — and what it means for his 2027 roadmap

By Lexy Lebsack

Jul 17, 2026

Glossy sat down with Oura chief marketing officer Doug Sweeny on the eve of the FIFA World Cup finale weekend to unpack the company’s biggest marketing bet yet. Oura rolled out several campaigns and partnerships over the past few months tied to the tournament, including the announcement of England co-captains Harry Kane and Declan Rice as ambassadors, partnership with U.S. Soccer to become the official wearable of Team USA, and much more. Now, the company will parlay these “over-performing” campaigns into its 2027 marketing roadmap.