Forme Science Becomes First E-Commerce Brand to Hedge Promotions on Prediction Market Kalshi

Forme Science, the smart posture and recovery wearables brand worn by Olympians, pro athletes, and celebrities, has become the first e-commerce brand to hedge a promotion using a regulated prediction market. From now through June 30, customers who shop on forme.science and use the code TEAMUSA at checkout will receive a 100% refund on their purchase if Team USA reaches the 2026 World Cup Final.

The campaign is powered by PlayAbly, a promotions platform that leverages the prediction market Kalshi to make the guaranteed payout possible. By hedging the risk on Kalshi, Forme can offer the refund 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. “We're making it easier for businesses to derisk bold ideas.”

Forme co-founder Seiji Liu explained the motivation: “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. 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 initiative represents a milestone for both e-commerce and prediction markets. It demonstrates how regulated prediction markets can move beyond trading to serve as practical risk-management infrastructure, allowing brands to launch promotions once considered too costly or unpredictable. PlayAbly designed the campaign end-to-end so 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. What's better than winning? Shopping and winning!” said Angelo Ferro, founder and CEO of PlayAbly.

How the promotion works: customers shop on forme.science through June 30 and enter code TEAMUSA at checkout. If Team USA reaches the World Cup Final, every TEAMUSA order gets 100% cashback, excluding taxes and shipping. The offer is subject to official rules available at https://forme.science/pages/team-usa.

Forme Science continues to expand beyond smart apparel with data-driven health technologies that improve musculoskeletal health and human performance. The company serves consumers, elite athletes, healthcare professionals, and professional sports organizations, and is the Official Posture & Recovery Partner of the MLB Players Association.

Liu sees this as a new era in consumer marketing. “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.”