Makeway Shows Locals Love through EQL Launches

Rewarding locals

Brands and retailers that prioritize community and fairness? We’re here for it. Especially when those communities have historically struggled to access the products they’re passionate about.

In April 2023, EQL teamed up with Makeway, a Toronto-based streetwear and sneaker retailer, and the first and only in North America to be funded and run by women. Makeway's mission is to promote inclusion, equity, and fair access for women and the LGBTQ2S+ community, historically underrepresented in the industry.

That objective extends to Makeway’s most in-demand launches. However, the store’s in-person-only drops presented an accessibility issue.

The challenge was the inability to serve a larger community, as we were held to serving those who could be physically present. -Abby Albino, Co-Founder/Co-Owner of Makeway.

The Challenge

Focused on their commitment to fairness, Makeway partnered with EQL on a solution that could:

  • Ensure that groups who have historically faced barriers like women and LGBTQ2S+ had access to highly sought-after products
  • Open draws to a broader Canadian audience, blending both physical and online experiences
Makeway Store, Toronto, ca

The Fix

EQL's locals-first functionality allowed Makeway to upweight entries from surrounding neighborhoods to increase Toronto residents' likelihood of winning.

"It's important to reward locals because it allows us to give back to the community that has supported us since day one. Our local consumers are some of our most loyal and being able to reward them is an awesome EQL offering.”

In addition to ensuring sneakers got into the hands of community members, EQL’s solution also allowed Makeway to continue bringing patrons in-store, allowing space for them to connect in their shared passions and check out new inventory.

The Outcome

Through the partnership, Makeway and EQL have already seen:

Wins for women and members of the LGBTQ2S+ community
Fan satisfaction score for Makeway launches
launches that are certified Run Fair®

“For Makeway, the future of draws will continue to be a mixture of digital and in-person, while continuing to learn about new technologies and best practices. This will allow us to keep learning how to create an experience that continues to prioritize women and the LGBTQ2S+ community while also being fair and safe.”

Want to learn more about running fair launches with EQL? Get in touch. Interested in learning more about Makeway? Visit their website.

What we love the most about EQL is hearing the positive feedback from our community– They love how simple and fair the purchase process is. In turn, this has helped build loyalty to our shop amongst our sneaker community.


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