Forme Science, the smart posture and recovery wearables brand worn by Olympians, pro athletes and celebrities, today announced 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 World Cup Final.
The campaign is designed to celebrate Team USA's run at the 2026 World Cup while allowing Forme to share the excitement with its customers. “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. “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.”
To enable the promotion, Forme partnered with PlayAbly, a promotions platform that leverages the federally regulated prediction market Kalshi to make the guaranteed payout possible. “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.”
Kalshi, a federally regulated prediction market exchange, provides the infrastructure for businesses to hedge against event outcomes. “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. By using prediction markets, brands can 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 - and focus on creating memorable customer experiences.”
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, 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.
