For too long the most passionate fans have struggled with fair access to the products they love. And it’s not always the brand or retailer’s fault. They’ve been hindered by outdated eCommerce tools that weren’t built for products with high demand. What should have been launched is being sold. As a result, fans are left jumping through the worst hoops and having the least amount of fun. 

We believe in a different future for fans. One where we say goodbye to staring at pixelated puzzles, playing endless rounds of “spot the traffic light” only to be asked if the minuscule tip of a cat’s ear counts as part of a feline. It’s like a bad game show that nobody signed up for. In the future we see, fast internet doesn’t matter as much as playing by the rules. Bots don’t overwhelm, and sites no longer crash. Queue times can’t outlast a cryogenically frozen mammoth. 

EQL was built by fans for fans. Born from the frustration of the status quo (and a handful of terrible sneaker releases), we’re in this to enable brands to do better so that fans can enjoy more of their passion. By building a new kind of commerce platform, we’re not only solving the biggest problems that plague the hottest products today, we’re making launches that are more fair, trustworthy, and just overall better. Sure, you might be disappointed by not being selected on some launches, but you’ll never feel frustrated at the experience. That’s the goal.

At EQL, our mission is clear: help fans experience more of their passions by making launches better for everyone involved. Join us in Discord or follow us on X, as we build this thing together.