Back when sneaker drops felt more like warfare than community moments, something was clearly broken. Bots snatched up pairs in seconds, checkout pages crashed under pressure, and even those lucky enough to “win” online often showed up to stores with nothing waiting for them. Cards charged, trust lost, and real fans left out. The entire experience was chaotic, frustrating, and unfair.
Three sneaker-loving engineers working at Google saw it all happening in real time, and lived through it themselves. They weren’t looking to ride the hype wave; they wanted to fix what was broken. That frustration sparked the creation of EQL: a platform built to level the playing field, keep things fair, and give every fan a real shot. What started as a side project in Australia quickly grew into something global, because the problem wasn’t local, it was everywhere. Today, EQL powers some of the biggest launches in the world so we sat down to find out how it all works…
Can you talk about what was broken in the sneaker launch experience and how thatinspired the creation of EQL?
Back when sneaker launches were at their peak chaos, people were just fed up. Bots were cleaning out stock before anyone had a shot, sites were crashing, and even if you managed towin online, you might show up at the store and hear, “Sorry, we don’t have your pair.” Your card was charged, but there was no product waiting. That disconnect between online systems and real-world inventory was brutal. The three founders of EQL were sneakerheads working at Google at the time. They lived through it like everyone else and finally said, “There’s got to be a better way.” They were not trying to build a hype machine, they wanted to solve a very real problem. They wanted to fix thesystem, make it fair for fans and reliable for retailers. What started as a side project in Australia grew quickly because the problem was not local. It was global. Fast forward to today, and some of the biggest brands in the world rely on EQL to handle their launches. Sneakers were the start, but it has become a platform trusted for streetwear, collectibles, trading cards, even whiskey and art.
We’ve kind of discussed what EQL is, but what’s the actual problem that it solves? Specifically with bots, what is the core issue there, and how is EQL designed to fix it?
We do not share the full mechanics publicly, for obvious reasons, but here is the gist. We look at a huge range of signals to spot anything automated or suspicious. On top of the tech, we have real humans behind the process, refining things as we go. It is a constant battle because bad actors evolve, but we keep evolving too. Our platform is constantly learning from every launch we run. That is why brands work with us. They do not have to worry about bots ruining their release or orders being cancelled because the backend could not keep up. Our Run Fair® commitment is simple. Every launch we power gives real people a fair chance to buy.
Why do brands choose to partner with EQL instead of running something like this in-house?
Honestly, because it is really hard to do right. Building it is one thing, but maintaining it? That is where it gets tough. Bad actors do not stop, so the work never stops. Brands that try to do it themselves end up burning resources chasing fraud, cancelling orders, or overselling inventory. We take that off their plate. They get to focus on the fun stuff, building community and telling their brand story, while we handle the messy backend.
How does EQL make the drop experience smoother and more accessible for real customers? What systems are in place to avoid issues like cancelled orders or entries not being counted?
It is designed to be easy. Pick your size, fill in your details, and hit submit. If you have used EQL before, most of your info is already saved, so you can enter a launch in under 20 seconds. No camping out. No endless site refreshing. If you win, we charge your card automatically and you are done. If you do not, you still get a clear answer. Everyone hears back, which might sound small, but it matters. People want closure, and a lot of other systems just leave you hanging.
Can customers use the same EQL account across different brands and drops?
Yes, absolutely. You only need one EQL account, and sticking with a single account is always best. Creating multiple accounts will only hurt your chances. We also have a feature called the EQLizer, which is retailer specific. It rewards persistence by improving your odds when you keep entering with a retailer but are not selected. It does not guarantee a win, but it gives loyal fans a better shot. More details can be found here: How the EQLizer Works.
How does EQL actually prevent bots, duplicate entries, and fraud? What’s the verification process to make sure it’s all real humans?
We look at a very large number of signals in real time to spot automation and anything that feels off. This is on a brand, launch, and entrant level. These include behavioral and technical indicators that help us detect manipulation. We combine that with filters and risk models, which we refine over time as new patterns emerge. It is a constant cycle of learning and improving. We do not flood the system with unnecessary checks, but we do everything we can to make sure the winners are real people playing by the rules.
What is Run Fair®?
Run Fair® is both a certification and commitment. It means any launch powered by EQL has rewarded rule followers, filtered out bad actors, and delivered a smooth and secure experience for brands and fans. It is our way of guaranteeing transparency and fairness, and the EQLizer is one of the tools we use within that Run Fair® approach.
Finally, what’s next for EQL? You’re becoming synonymous with sneaker raffles. What’s the vision?
We want to be the go-to launch platform for any brand or retailer looking to run a launch, not just in sneakers. We are already powering launches for collectibles, streetwear, limited-edition whiskey and wine, trading cards, and art. What excites us most is how these launches can do more than move product. They can help brands build real businesses off the energy and heat of a launch. When done right, a launch is not just a sale, it is a moment to grow your community, strengthen loyalty, and create momentum that lasts long after the release day. For fans, we want to make the things they love feel even better. When launches are fair, when they feel connected to the brand and not just lucky or frustrated, trust grows. Fans engage more deeply, they come back, and they feel part of something bigger than just a transaction.
That is where we are headed. A platform where brands can grow and activate their communities, and where fans know the things they care about will feel fair, trustworthy, and worth their attention. Our goal is simple. Be the default launch platform for brands, and the most trusted home for fans.