Posted by Oura Launches New Product Line to Check Both Boxes
The popular fitness ring brand, Oura, is launching a new product line that is not only smart, but fashionable enough to wear for a night on the town.
Expanding beyond its wellness technology, Oura wants its users to not only think of their product as a fitness tool, but also as fashionable jewelry.
Aimed primarily at Gen Z and millennials already sold on the smart ring’s health features, the company made a “fashion statement” by introducing their new ceramic collection, backed by a global marketing campaign and emphasizing self-expression, according to Marketing Daily.
Oura CMO Doug Sweeny told Marketing Daily, “This product was actually designed and developed for that audience specifically.”
Sweeny says younger consumers had been asking for durability and scratch resistance in their rings, and the ceramic material meets those criteria. As for “self-expression,” Oura offers four color options in a ceramic style that includes zirconia. The result is a product which is “elegant and refined, and suited very much for everyday comfort,” he described.
Oura is also launching portable charging cases along with in-app support for switching between different rings. While noting that new users are their prime target, the company believes a large portion of current users will be interested in a second ring as well.
“If you wanted to wear a different ring for a different occasion – night on the town or whatever – you could easily switch out to a ceramic or one of our metal rings,” said Sweeny.
The marketing campaign will target Gen Z spaces like TikTok, Instagram, Snapchat, and paid influencers, along with an in-house film Oura produced on the creation and design of the collection.
Other media efforts will include OOH ads in NYC, LA, London, Berlin, and Helsinki which is Oura’s founding city, and sports programming like Thursday Night Football. Amazon and Best Buy will host ads in the US along with retailers in the UK and Germany.
The company also expects “a ton” of article coverage in lifestyle, tech, and wellness spaces which they hope will go a long way to establish Oura as a fashion influencer. Arriving just before holiday shopping season kicks in was no coincidence.
Will their new fashionable smart ring be one of the hot products of Black Friday 2025? Oura hopes so. Read the full story here.