Wellness brands link up with World Cup for recovery tech and wearables

Oura, Whoop, Hyperice, and Therabody — big names in wearables and recovery — are jumping into the World Cup hype. They're dropping marketing campaigns and brand activations to link their tech to elite athlete performance and, by extension, yours. The move aims to put a wellness spin on soccer's biggest stage, pushing devices and tools onto a global audience.