Forme Science, the smart posture and recovery wearables brand worn by Olympians, professional athletes and celebrities, today launched the world's first e-commerce promotion hedged on a prediction market. From now through June 30, customers who shop on forme.science and use code TEAMUSA at checkout will receive a 100% refund on their purchase if Team USA reaches the World Cup Final.
The campaign, powered by promotions platform PlayAbly, represents a milestone for both e-commerce and prediction markets. By leveraging the regulated prediction market exchange Kalshi, Forme Science can offer the guarantee without taking on unlimited financial exposure. Nicolas Hull, director of business development at Kalshi, said, "Forme is the first e-commerce brand to use prediction markets to hedge risk. This is exactly the kind of business application Kalshi is built for."
Forme co-founder Seiji Liu explained the motivation behind the promotion: "Team USA has given the whole country something to cheer for, and we wanted to celebrate that the way Forme celebrates everything - by helping people perform at their best. Giving fans the chance to receive free Forme smart posture products if Team USA reaches the Final is our way of standing alongside them on the biggest stage."
Angelo Ferro, founder and CEO of PlayAbly, said the platform was created to add play to the shopping experience by harnessing excitement around cultural moments. "We saw the World Cup as the perfect stage and Forme as the perfect brand to make it real. This is what innovation looks like: finding new ways to bring people into the moment."
The initiative shows how regulated prediction markets can move beyond trading to serve as practical risk-management infrastructure, letting brands launch promotions once considered too costly or unpredictable. PlayAbly designed the campaign structure end-to-end so Forme could offer the guarantee with confidence.
"This represents a new era in consumer marketing," said Liu. "Prediction markets are evolving beyond financial products into practical business infrastructure. Now brands can share in a moment like the World Cup without taking on unlimited financial exposure - and focus on creating memorable customer experiences."
Forme Science, known for its patented intelligent posture wearables for recovery, performance, and longevity, continues to expand beyond smart apparel by developing data-driven health technologies. The company is the Official Posture & Recovery Partner of the MLB Players Association.
How the promotion works: customers shop on forme.science through June 30 and enter code TEAMUSA at checkout. If Team USA reaches the World Cup Final, every order placed with the code receives 100% cashback, excluding taxes and shipping. The promotion is subject to Official Rules available at https://forme.science/pages/team-usa.
As prediction markets continue to mature, Forme and PlayAbly believe this approach has the potential to reshape promotional marketing across retail, travel, sports, entertainment, and consumer brands worldwide.
