Forme Science, the smart posture and recovery wearables brand worn by Olympians, pro athletes, and celebrities, has launched 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 2026 World Cup Final.
The campaign, powered by promotions platform PlayAbly, leverages the federally regulated prediction market exchange Kalshi to make the guaranteed payout possible. “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.”
For Forme, the initiative is a way to share the excitement of the World Cup with its customers while managing financial exposure. “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.”
The promotion works as follows: customers shop on forme.science through June 30, enter code TEAMUSA at checkout, and if Team USA reaches the World Cup Final, every TEAMUSA order gets 100% cashback (excluding taxes and shipping). No purchase is necessary to enter or win, and the promotion is subject to official rules available at https://forme.science/pages/team-usa.
This milestone demonstrates how regulated prediction markets can move beyond trading to serve as practical risk-management infrastructure for brands. “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.”
For e-commerce leaders, this approach could reshape promotional marketing. “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.”
The implications are significant for retail, travel, sports, entertainment, and consumer brands worldwide. By using prediction markets to hedge risk, companies can launch bold, event-driven promotions that were previously too costly or unpredictable. As prediction markets continue to mature, this model has the potential to become a standard tool for customer engagement and risk management.
Forme Science is an FDA-registered health technology company known for its patented intelligent posture wearables. The company serves consumers, elite athletes, healthcare professionals, and is the Official Posture & Recovery Partner of the MLB Players Association. PlayAbly offers a platform that designs, runs, and hedges event-driven promotions end-to-end, while Kalshi is the industry’s leading federally regulated prediction market exchange.
This promotion and the products referenced have not been endorsed by FIFA or the U.S. Soccer Federation. References to “FIFA,” “FIFA World Cup,” “Team USA,” or “U.S. Soccer” are descriptive only.
