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Launches built for fans first
When your favorite brands partner with EQL, you get the fairest shot at getting the products you love and an all-around more rewarding experience.
What's in it for you?
Run Fair®
We’ll eliminate bots and downweight sketchy behavior, giving you the best chance to score the product you want — just by entering fairly.
launch-day chaos
For too many fans, release day is a stress-inducing frenzy. We hate that for you. And us. So we fixed it. When brands work with EQL, launch day is… chill.
with each entry
If you participate fairly and don’t get a W, we give you a better chance next time. We calculate this through our EQLizer score. Learn how it works here.
Trending launches
Here's what's hot right now on EQL.

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How it works
Put your passion first in three steps with EQL
Provide your name, email, and payment information on the launch landing page. This information will help us maximize fairness and filter out bad actors. Don’t worry - we won’t charge you anything unless you win.
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You're in! You'll receive a confirmation email to review the details you submitted for the launch. We'll keep you updated on your results, win or lose.

If you win, congrats! We’ll notify you via email. If not, better luck next time…(seriously, we’ll increase your EQLizer score so you have a better chance for the next launch you join.)

How it works
Entering a launch with EQL is simple.
Provide your name, email, and payment information on the launch landing page. This information will help us maximize fairness and filter out bad actors. Don’t worry - we won’t charge you anything unless you win.
.webp)
You're in! You'll receive a confirmation email to review the details you submitted for the launch. We'll keep you updated on your results, win or lose.

If you win, congrats! We’ll notify you via email. If not, better luck next time…(seriously, we’ll increase your EQLizer score so you have a better chance for the next launch you join.)


Latest News and Media
FAQs
EQL helps brands create unforgettable launch experiences for their most in-demand products, giving fans easier access to the products they're passionate about, and a fairer shot at scoring them.
Since EQL’s first launch in 2021, we’ve facilitated over a million first-time winners across 4,000 launches. We work with brands across a variety of industries including sneakers, collectibles, wine & spirits, cars, art, and more. We’re proud to partner with the likes of Crocs, Undefeated, Sullivans Cove, Extra Butter, Foot Locker, and many more. EQL supports 14 markets and 9 languages.
If you’re interested in accessing product launches run by EQL, please subscribe to notifications from your preferred brands and retailers or check their website and social channels to find out about any open launches or upcoming product releases.
To enter the launch, simply click the link provided by the brand or retailer, set up your EQL account, and then choose “Enter now”.
EQL launches are free to enter. Your card details are collected up front in order to place a $0AUD authorization which validates your identity.
Those who successfully secure a product through one of EQL’s hosted launches may be required to pay a Run Fair fee. Learn more about the fee here.
EQL runs the launch on behalf of the retailer selling the product but winners purchase the item from the retailer and they handle all shipping/ tracking. The retailer will contact you with any shipping/tracking information or you can contact their customer service team directly if you have any queries about your delivery.
We believe that everyone should have a fair chance to get the products they’re passionate about. EQL’s Run Fair® certification ensures the launch is run fair:
- Fan-first: Every entry goes through a multi-step security verification process that confirms you are not a bot or bad actor. This helps us ensure genuine fans get a better chance at scoring a win. Entries are deduplicated against unique identification tags.
- Secure: We use best-in-class security protocols and comply with GDPR standards to make sure your information is always safe and secure.
- Smooth: Once you have a verified EQL account, entering becomes a breeze.
When you see the Run Fair® logo, it's a sign of integrity. It means the technology used and the steps taken by the retailer or brand to run the launch are of the highest standard.