EQL 101 for Fans

What is EQL?

EQL is a launch platform.

Retailers and brands use EQL’s platform to release high-demand products — sneakers, collectibles, wine, trading cards, apparel, and more — in a way that gives real fans a fair shot. They can either run draws, or run exclusive access launches to a select group of their fans.

With EQL:

• Retailers control who the launch is for, and when it runs
• As fans enter, every entry is analyzed
• Bots and bad actors are filtered 
• Entries are selected to purchase, and payment is charged automatically 

That’s the core idea.

One important note: EQL doesn’t decide what products launch, how much inventory exists, or when results are processed. Those decisions belong to the retailers and brands running a launch.

Our job is to give them the tech to make sure the launch runs clean.

How a draw works

A lot of retailers choose to run their launch as a draw. Here’s the process:

1. The launch goes live — you browse and enter
   
2. The entry window closes
   
3. The draw runs, and entries are processed
   
4. You receive an email — selected or not selected
   
5. If selected, you’re charged, and the retailer fulfills the order
   

No bots. No checkout races. 

If you’re invited to participate in an exclusive-access launch by a retailer, it works essentially the same way, except that we can ensure only the invited participants’ entries are considered. 

How selection works

During and after a launch, we analyze thousands of signals to ensure bots and bad actors won’t be selected.

Once an entry is analyzed, it receives a unique, arbitrary number.

There is no way to positively influence this number (but do check out info on the EQLizer below). 

Not your past wins.
Not your social following.
Not even working at EQL. (For reals)

Just a number.

Subject to entry quality, all entrants are ranked from lowest number to highest. Lower numbers are better.

The system works down the list, checking inventory and processing payments until the product sells out.

That’s the entire selection process.

Simple. 

How to make sure your entry is considered

Just follow the rules, and your entry won’t get flagged.

• Enter once, with real info: We know you really want the thing, but don't let that passion make you do anything too irrational—like creating multiple accounts or asking family members to enter for you. Our tech was built to spot any attempts by folks trying to game the system and not play fair.
• Double check your address: Make sure you're shipping to a legitimate home or business address. Anything else looks a bit shady. You might be prompted to correct your address if it looks like you've made a mistake - don't skip this step.
• Use a valid form of payment: Make sure your credit card is in good standing and has enough funds to cover the purchase. Virtual credit cards are not banned, but they are a less positive signal to EQL in a very high-heat launch, so know that going in.
• Don't use bots or scripts: This should go without saying, but don’t use bots or scripts. We’re really good at identifying these. 

What happens if I’m not selected?

Most people who enter a launch won't get selected — that's the reality of limited inventory and high demand. It doesn't mean the process was unfair, and it doesn't mean something went wrong.

Here's what most likely happened if you entered fairly: your entry was analyzed, you weren't flagged, you received a number, and there weren't enough units to reach you in the list. That's it. You won’t be charged anything and you can try again next time.

But if something about your result feels off (your email never arrived, you were charged but not selected, or you have a question about your account), head to our Fan Support center and we can help.

What happens if I am selected?

If you're selected, congrats! Here’s what’s next:

• Your card is charged automatically at the time of selection (you won't need to do anything)

• You'll receive a confirmation email from EQL
• Shipping and fulfillment are handled by the retailer — timelines vary depending on the brand
• If your order is cancelled, check in with the retailer to inquire about why.

If you have a question about shipping, tracking, or your order after you've won, reach out to the retailer directly. If you're having trouble figuring out who to contact, Fan Support can point you in the right direction.

What is the EQLizer Score?

Here's where it gets interesting.

EQL rewards fans who keep showing up for a retailer. The EQLizer Score is how we do that.

Remember that arbitrary number from above? When the draw runs, your EQLizer Score gives the system additional chances to generate a stronger number.

For every point of EQLizer Score you have, the system generates an additional number for your entry. If one of those numbers is better than your original number, it replaces it. If not the additional numbers are, discarded and the strongest number remains attached to your entry.

More EQLizer  = more opportunity to get a stronger number.

Example:

If your EQLizer Score with a retailer is 3, the system generates three numbers — say 67, 281, and 14. It keeps the best one (14) for your entry in that launch.

Whether 14 is selected depends on entry quality,  inventory, and competition. If you’re not selected, your score increases to 4 for the next launch with that retailer.

Your score with one retailer does not carry over to another. Demand varies across product categories, so loyalty is tracked separately for each retailer. We don’t show everyone their EQLizer score because, unfortunately, there are bad actors who try to reverse-engineer the system.

What is a Run Fair® fee?

Although entering a launch is free, running one isn't. There's serious infrastructure behind every launch - it feels seamless on your end, behind the scenes, we are processing entries, filtering bad actors, verifying the integrity of every single submission, communicating results to you and retailers, and doing what we can to help you get what you love.

The Run Fair Fee covers that cost.

How the fee is handled depends on the retailer running the launch. Some retailers cover it entirely. Others split it with entrants. That’s why the Run Fair fee can vary between launches.

Ready to level up? Meet EQL+

Once you understand how EQL works, EQL+ starts to make a lot of sense.

The key thing to know: EQL+ does not give members an edge in getting selected. Full stop. The draw mechanic works the same for everyone.

What EQL+ does is remove friction — so when your number hits, nothing gets in the way.

Here's what's included:

Still have questions?

We’re always working to make launches better for fans. 

If something here didn’t answer your question, check out our Fan Support center.