Forme Science, the smart posture and recovery wearables brand worn by Olympians, pro athletes and celebrities, today launched a promotion that offers customers a full refund if Team USA reaches the 2026 World Cup Final. The campaign, running from now through June 30 on forme.science, uses code TEAMUSA at checkout to qualify for a 100% cashback on purchases if Team USA reaches the Final.
The initiative is notable because it is the first e-commerce promotion hedged on a prediction market. Forme partnered with promotions platform PlayAbly, which used the regulated prediction market Kalshi to design and guarantee the payout. “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. “This is what innovation looks like: finding new ways to bring people into the moment.”
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.” The partnership demonstrates how regulated prediction markets can serve as practical risk-management infrastructure, allowing brands to launch promotions that were once considered too costly or unpredictable.
Forme co-founder Seiji Liu explained the motivation: “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.”
The promotion is a milestone for both e-commerce and prediction markets, showing how these markets can move beyond trading to enable new business applications. “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, is the Official Posture & Recovery Partner of the MLB Players Association. The company serves consumers, elite athletes, healthcare professionals, and professional sports organizations. With this launch, Forme and PlayAbly are introducing a model that combines consumer engagement, financial innovation, and intelligent risk management, potentially reshaping promotional marketing across retail, travel, sports, entertainment, and consumer brands worldwide.
