Forme Science, a smart posture and recovery wearables brand worn by Olympians and celebrities, has become the first e-commerce company to hedge a promotional campaign using a regulated prediction market. The company announced Tuesday that customers who purchase from forme.science through June 30 and use the code TEAMUSA at checkout will receive a full refund if Team USA reaches the 2026 World Cup Final.
The promotion is powered by PlayAbly, a promotions platform that leverages Kalshi, a federally regulated prediction market exchange, to underwrite the risk. By using prediction markets, Forme Science can offer the refund 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 said the campaign is designed to share the excitement of the World Cup with customers. “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,” Liu said.
The initiative represents a milestone for both e-commerce and prediction markets, demonstrating how regulated markets can move beyond trading to serve as practical risk-management infrastructure. PlayAbly designed the campaign structure so that Forme could offer the guarantee with confidence. “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.
Forme Science is known for its patented intelligent posture wearables for recovery, performance, and longevity. The company serves consumers, elite athletes, healthcare professionals, and professional sports organizations, and is the Official Posture & Recovery Partner of the MLB Players Association. As prediction markets continue to mature, the companies believe this approach has the potential to reshape promotional marketing across retail, travel, sports, and entertainment.
More information about the promotion and official rules can be found at https://forme.science/pages/team-usa. The promotion is open to US residents 18 and older, and no purchase is necessary to enter or win.
