Oura, the brand behind the best smart ring in 2025, is in hot water with some users over a blog post about the brand's growing partnership with the U.S. Department of Defense (DoD). With diehard Oura Ring customers going as far as canceling their subscriptions, here’s everything you need to know.

In a recent post on Oura's website, the brand announced an expansion of its partnership with the U.S. military by way of investing in a brand-new factory — predicted to be up and running sometime in 2026 — in Fort Worth, Texas.

What's the Oura U.S. military controversy about?

So, what's the big deal? A few things. First, Oura's acknowledgment that the U.S. DoD is the brand's "largest enterprise customer" didn't sit right with some users, particularly those who oppose one or more of the U.S.'s c

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