Forme Science, the smart posture and recovery wearables brand worn by Olympians and celebrities, has 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 2026 World Cup Final.
The campaign, powered by promotions platform PlayAbly and regulated prediction market Kalshi, allows Forme to offer the guarantee without taking on unlimited financial exposure. “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,” said Forme co-founder Seiji Liu. “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.”
PlayAbly designed the campaign structure end-to-end, using Kalshi's prediction market to hedge the risk of the payout. “We created PlayAbly to add play to the shopping experience by harnessing excitement around cultural moments for brands. What's better than winning? Shopping and winning!” said Angelo Ferro, founder and CEO of PlayAbly. “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 marks a milestone for both e-commerce and prediction markets, showing how regulated prediction markets can move beyond trading to serve as practical risk-management infrastructure. “Forme is the first e-commerce brand to use prediction markets to hedge risk,” said Nicolas Hull, director of business development at Kalshi. “This is exactly the kind of business application Kalshi is built for. We're making it easier for businesses to derisk bold ideas.”
How it works: customers shop at forme.science through June 30, enter code TEAMUSA at checkout, and if Team USA reaches the World Cup Final, every TEAMUSA order gets 100% cashback (excluding taxes and shipping). The promotion is subject to Official Rules available at https://forme.science/pages/team-usa.
Forme continues to expand beyond smart apparel, developing data-driven health technologies that improve musculoskeletal health and human performance. The company serves consumers, elite athletes, and professional sports organizations, and is the Official Posture & Recovery Partner of the MLB Players Association.
With this launch, Forme and PlayAbly are introducing a new model for commerce that combines consumer engagement, financial innovation, and intelligent risk management. As prediction markets continue to mature, the companies believe this approach has the potential to reshape promotional marketing across retail, travel, sports, entertainment, and consumer brands worldwide.
