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, leverages the federally regulated prediction market Kalshi to make the guaranteed payout possible. This is the first time an e-commerce brand has used prediction markets to hedge promotional risk, according to Nicolas Hull, director of business development at Kalshi. "This is exactly the kind of business application Kalshi is built for," Hull said. "We're making it easier for businesses to derisk bold ideas."
Forme co-founder Seiji Liu emphasized that the promotion is about sharing the excitement of Team USA's World Cup run with customers. "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," Liu said. "From Olympians to celebrities to everyday athletes, Forme helps people reach their peak - and there's no bigger stage right now than the World Cup."
PlayAbly founder and CEO Angelo Ferro noted that the platform was created to add play to the shopping experience. "What's better than winning? Shopping and winning!" Ferro said. "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 represents a milestone for both e-commerce and prediction markets, demonstrating how regulated prediction markets can serve as practical risk-management infrastructure. PlayAbly designed the campaign structure end-to-end so Forme could offer the guarantee with confidence. "This represents a new era in consumer marketing," Liu said. "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 Science is known for its patented intelligent posture wearables for recovery, performance, and longevity, and is the Official Posture & Recovery Partner of the MLB Players Association. The company serves consumers, elite athletes, and healthcare professionals. 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. The promotion runs through June 30, 2026, and is subject to official rules available at forme.science/pages/team-usa. US 18+; no purchase necessary to enter or win.
