Forme Science, the smart posture and recovery wearables brand worn by Olympians and celebrities, has become the first e-commerce company to hedge a promotional campaign on a regulated prediction market. The company announced a promotion running through June 30, 2026, offering customers a full refund on purchases made with the code TEAMUSA if the U.S. men's national team reaches the World Cup final.
The initiative, powered by promotions platform PlayAbly and built on the federally regulated prediction market exchange Kalshi, represents a milestone for both e-commerce and prediction markets. According to a news release, the campaign is designed to let Forme share the excitement of the World Cup with its customers without taking on unlimited 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 Seiji Liu, co-founder of Forme. “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 campaign works as follows: customers shop at forme.science and enter the code TEAMUSA at checkout. If Team USA reaches the World Cup final, every order placed with the code receives a 100% cashback, excluding taxes and shipping. The promotion is valid through June 30.
PlayAbly designed the campaign structure end-to-end, leveraging Kalshi's prediction markets to hedge the financial risk. “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. “What's better than winning? Shopping and winning!”
The announcement highlights a new application for prediction markets, which have primarily been used for trading on 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 implications for the retail and promotions industry are significant. By using regulated prediction markets, brands can now launch promotions tied to uncertain events — such as sports outcomes — without bearing the full financial risk if the event occurs. This could open the door to a new category of event-driven marketing campaigns across retail, travel, sports, and entertainment.
“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, serves consumers, elite athletes, healthcare professionals, and professional sports organizations. It is the Official Posture & Recovery Partner of the MLB Players Association. PlayAbly is a promotions platform that pairs gamified rebate mechanics with regulated prediction markets. Kalshi, founded in 2018, is a federally regulated exchange for trading on real-world event outcomes.
As this model proves viable, analysts expect more brands to adopt similar strategies, potentially reshaping promotional marketing by aligning consumer engagement with financial innovation and intelligent risk management.
US 18+. No purchase necessary to enter or win. A purchase will not improve chances of winning. Subject to Official Rules, available at https://forme.science/pages/team-usa. Void where prohibited.
