How GHOST keeps its Legends at the center of every drop
GHOST® is one of the most culturally connected beverage brands in the world. Built on bold flavors, iconic collaborations, and a community that calls itself Legends, GHOST doesn't just launch products; it creates movements. Its limited-edition "Secure a Can" drops are events in their own right, and the demand that greets them proves it.
That passion is GHOST's greatest asset. But passion at scale puts pressure on infrastructure.
The Challenge
GHOST’s "Secure a Can" drops drive an envious amount of anticipation from their fanbase. But as demand continued to grow, the infrastructure behind it was having a hard time keeping up.
"There was always this variable we couldn't control — how many people were going to hit our app, and whether the systems would be able to handle that kind of influx at launch. No matter how much we prepared, demand could reach proportions beyond what the app could handle, causing concern and stress leading up to these drops," said Adam Kossoff, VP of Digital and E-commerce at GHOST.Â
GHOST knew they needed a better solution. One worthy of the community they'd built, nicknamed ‘Legends’.
The Fix
GHOST looked at where other premium brands in the sneaker and streetwear space were running their drops. On social media (where Legends are the most vocal) the signal was clear.
"From a customer feedback standpoint on social media, people seemed to like the drop experience that EQL was providing. Other brands that we consider in the same tier as us demand-wise, were using EQL. That was a signal to us," said Adam.
The turnaround before GHOST’s next drop was fast, but EQL’s easy-to-set-up platform made the timeline possible.
"From idea to execution, it's very simple, very low lift. With very limited time and resources from GHOST, we were able to get to a place where we felt very, very good very quickly," said Adam.
With EQL in place, GHOST launched its BUBBLICIOUS® and YOO-HOO® collaborations in May and June 2026. Both drops hit 100% system uptime and shifted fan sentiment toward the entry experience.
"People just wanted a system that was going to work. Have uptime 100% of the time. EQL more than checks that box," said Adam.
The data that EQL was able to provide through the launches has also been a helpful asset.
"That data we're getting in real time has been great for us to get a sense of performance and understand customer patterns. EQL gives us all the tools to assess, learn, and improve as we go," said Adam.
And beyond what the platform delivered, Adam noted the importance of the support behind it.
"The team has been amazing. Everyone I've worked with throughout setup, onboarding, and execution has been first-class. It's not just that the product is great, but the people involved behind it are with us all the way," said Adam.
The Outcome
Aside from providing a reliable infrastructure during high-demand moments, EQL has also given GHOST’s legends something harder to quantify but just as important: the confidence that comes with knowing the process is fair."I think EQL's stamp adds another measure of confidence for customers," said Adam. And for Adam personally?
"I can sleep so much easier with EQL."
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