Forme Science, the smart posture and recovery wearables brand worn by Olympians and celebrities, has launched what it calls the world's first e-commerce promotion hedged on a prediction market. From now through June 30, customers who shop at 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 is powered by PlayAbly, a promotions platform that leverages the federally regulated prediction market Kalshi to hedge the financial risk. This allows Forme to offer the guarantee without taking on unlimited exposure, a model that could reshape promotional marketing across industries.
“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 end-to-end. “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. “What's better than winning? Shopping and winning!”
Nicolas Hull, director of business development at Kalshi, highlighted the broader significance: “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. We're making it easier for businesses to derisk bold ideas.”
The initiative marks a milestone for both e-commerce and prediction markets, demonstrating how regulated prediction markets can serve as practical risk-management infrastructure. “Prediction markets are evolving beyond financial products into practical business infrastructure,” said Liu. “Now brands can share in a moment like the World Cup without taking on unlimited financial exposure.”
Forme Science, known for its patented intelligent posture wearables, is the Official Posture & Recovery Partner of the MLB Players Association. The company continues to expand into data-driven health technologies that improve musculoskeletal health and human performance.
As prediction markets 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 on Forme's website.
