Forme® Science, the smart posture and recovery wearables brand worn by Olympians, pro athletes and celebrities, today launches 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 get 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 of the moment with the people who power the brand. “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. 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 bring the campaign to life, Forme® partnered with promotions platform PlayAbly, which is leveraging the 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.”
“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 Seiji 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.”
Known for its patented intelligent posture wearables for recovery, performance, and longevity, Forme® continues to expand beyond smart apparel by developing data-driven health technologies that improve musculoskeletal health and human performance. 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: one 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.
