Forme® Science, the smart posture and recovery wearables brand worn by Olympians and pro athletes, today announced the world's first e-commerce promotion hedged on a prediction market, celebrating Team USA's run at the 2026 World Cup. From now through June 30, fans 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.
For Forme, the campaign is a way to share the excitement with its customer base. "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."
To make the guaranteed payout possible, Forme partnered with promotions platform PlayAbly, which leveraged the federally regulated prediction market Kalshi to hedge the risk. "We created PlayAbly to add play to the shopping experience by harnessing excitement around cultural moments for brands," 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."
"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."
The initiative is 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, 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."
Forme, 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 serves consumers, elite athletes, healthcare professionals, Olympians, 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.
