Forme Science, the smart posture and recovery wearables brand, has become the first e-commerce company to hedge a promotional campaign using regulated prediction markets. The company announced a promotion offering customers a full refund on purchases made with the code TEAMUSA if Team USA reaches the 2026 World Cup Final. The campaign runs through June 30.
The initiative, powered by the promotions platform PlayAbly and hedged on the Kalshi exchange, allows Forme to offer a bold guarantee without taking on unlimited financial exposure. “This is exactly the kind of business application Kalshi is built for,” said Nicolas Hull, director of business development at Kalshi, in a statement. “We're making it easier for businesses to derisk bold ideas.”
Forme co-founder Seiji Liu emphasized the promotional aspect: “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.” The brand, which counts Olympians, professional athletes, and celebrities among its customers, is known for its patented intelligent posture wearables designed for recovery, performance, and longevity.
PlayAbly designed the campaign structure end-to-end. Founder and CEO Angelo Ferro said, “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!” The platform leverages prediction markets to make guaranteed payouts possible, enabling brands to launch promotions tied to real-world events without bearing the full financial risk.
This application of prediction markets represents a shift from their traditional use in trading to serving as practical risk-management infrastructure for businesses. “Prediction markets are evolving beyond financial products into practical business infrastructure,” Liu said. “Now brands can share in a moment like the World Cup without taking on unlimited financial exposure—and focus on creating memorable customer experiences.”
The promotion is open to customers who shop at forme.science and enter the code TEAMUSA at checkout. If Team USA reaches the World Cup Final, every order using the code will receive 100% cashback (excluding taxes and shipping). Detailed official rules are available at https://forme.science/pages/team-usa.
Forme Science, an FDA-registered health technology company, continues to expand beyond smart apparel into data-driven health technologies. The company serves consumers, elite athletes, and healthcare professionals, and is the Official Posture & Recovery Partner of the MLB Players Association. With this campaign, Forme and PlayAbly are introducing a new model for commerce that combines consumer engagement, financial innovation, and intelligent risk management.
As prediction markets mature, the companies believe this approach could reshape promotional marketing across retail, travel, sports, entertainment, and consumer brands. “This represents a new era in consumer marketing,” Liu said.
