EQLZ
EQLZ is a privately held direct-to-consumer basketball and recovery footwear brand selling performance sneakers, ActiveRecovery™ slides, sandals, and apparel globally via its e-commerce site to athletes, students, and basketball-culture consumers.
- Company typePrivate
- Founded2021
- HeadquartersSuzhou, China
- Headcount—
- GTM typeB2C
- OfferingHardware or Manufacturing
What EQLZ does
EQLZ is a privately held direct-to-consumer basketball and recovery footwear brand founded in 2021 that sells exclusively through its e-commerce site at eqlz.com. Its portfolio is anchored by two product families: performance basketball sneakers (the EQLZ®247 NXT at $125 and the original EQLZ®247 at $150, with prior units listed at sale prices of $120-$130) and recovery-oriented slides (the EQLZ®101 MULES and EQLZ®101 SLIDES at $60 each). Beyond core footwear, the company sells an OASIS sandal and an APPAREL line organized into GAME, CULTURE, and LIFE collections, alongside collaborative drops such as JLEW x EQLZ®247 NXT. The brand's technical claims rest on a proprietary ActiveRecovery™ foam platform and a Tank Waffle grip outsole, which the company positions as the differentiated foundation of its recovery footwear.
The business model is a fully direct-to-consumer e-commerce operation, with revenue generated through unit-priced footwear and apparel sales, supplemented by a free-to-join membership loyalty program that awards points redeemable for discounts and a 10% student verification discount targeting price-sensitive buyers. Geographic reach spans 12+ countries across North America, Western Europe, Oceania, and East/Southeast Asia via international shipping. Customer segments include basketball players seeking on-court performance footwear, recovery-focused athletes, students, and basketball-culture enthusiasts drawn to limited-edition drops and athlete storytelling. The US operating entity, EQLZ (US) LLC, is headquartered in Santa Barbara, California, with an additional business office in Newbury Park, Los Angeles; the company is associated with Suzhou, China.
Marketing and brand-building center on athlete ambassadors Rob Colon, Moon, Nate Robinson, and JLEW, community-driven storytelling on Instagram (@eqlz_world), email engagement, and a verified 4.83-star rating across 276 reviews. The company raised $10,000,000 in a Series A round led by Dayone Capital in June 2022. No revenue, unit volume, headcount, or repeat-customer metrics have been publicly disclosed, and there are no AI/ML, acquisition, leadership-change, or wholesale-distribution signals in the available data.
EQLZ firmographics
Firmographics- Name
- EQLZ
- Legal name
- EQLZ (US) LLC
- Website
- https://eqlz.com
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Short description
- EQLZ is a privately held direct-to-consumer basketball and recovery footwear brand selling performance sneakers, ActiveRecovery™ slides, sandals, and apparel globally via its e-commerce site to athletes, students, and basketball-culture consumers.
- Ownership category
- akta.pro rank
EQLZ industry classification
Industry- Product category
- Athletic Footwear
- NAICS
- Shoe Retailers (45821), Sporting Goods Retailers (45911)
- SIC
- Retail-Shoe Stores (5661)
- akta.pro primary industry
- Basketball Footwear & Apparel Retail (CRAMACAB)
- akta.pro secondary industries
- Performance Footwear (Running, Training, Court) (CRAAAEAI), Athletic Footwear & Sport Apparel Retail (CRAMABAC)
Keywords
Where EQLZ is headquartered
LocationHeadquarters
- HQ city
- Suzhou
- HQ country
- China
- HQ region
- Asia
Offices2 records
Markets served
EQLZ business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Technology or R&D, Personnel
Revenue model
- Footwear Sales: EQLZ generates revenue primarily through direct sales of basketball footwear (247 NXT, 247 models) and recovery slides (101 MULES, 101 SLIDES). Products are sold at one-time purchase prices ranging from $60-$150, with periodic sales and discounts available.
- Membership Program: EQLZ operates a points-based membership program where customers earn 1 point per dollar spent. Points can be redeemed for coupons (300 points = $10 coupon). The program offers tiered benefits including early access to new drops, exclusive discounts, and free shipping.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | 247 NXT Basketball Shoes at $125.00 |
| Unit Pricing | Pay-as-you-go | 247 Basketball Shoes at $150.00 (sale: $120-$130) |
| Unit Pricing | Pay-as-you-go | 101 MULES Recovery Slides at $60.00 |
| Unit Pricing | Pay-as-you-go | 101 SLIDES at $60.00 |
| Subscription | Pay-as-you-go | Membership Points System |
| Other | Pay-as-you-go | Student Discount - 10% off |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
EQLZ product offering
Product offeringCore offering
EQLZ designs, markets, and sells direct-to-consumer basketball performance footwear and recovery slides, including the EQLZ®247 NXT ($125) and EQLZ®247 ($150) basketball sneakers, and the EQLZ®101 MULES and EQLZ®101 SLIDES ($60 each) built around its proprietary ActiveRecovery™ foam platform. The brand complements its footwear with a clothing and apparel line under GAME, CULTURE, and LIFE collections, sold globally through eqlz.com and physical showrooms/pop-ups.
Product overview
EQLZ is a basketball lifestyle brand specializing in performance and recovery footwear. The product portfolio centers on basketball sneakers (EQLZ®247 NXT as the flagship performance model, and the original EQLZ®247), recovery footwear (EQLZ®101 MULES and EQLZ®101 SLIDES featuring ActiveRecovery™ foam technology), and casual/lifestyle sandals (OASIS). The brand also offers a clothing/apparel line organized under GAME, CULTURE, and LIFE collections. EQLZ positions itself around the concept of 'recovery culture,' emphasizing that recovery is part of an athlete's everyday rhythm, with products ranging from on-court performance ($125-$150 for sneakers) to recovery slides ($60).
Differentiator
Problem solved
Functional benefit
Products and services
- EQLZ®247 NXT Basketball Sneaker Flagship performance basketball sneaker priced at $125.00 with advanced cushioning for on-court play; available in multiple colorways targeting basketball athletes and basketball-culture consumers purchasing direct from eqlz.com.
- EQLZ®247 Basketball Sneaker Original basketball performance sneaker originally priced at $150.00, currently on sale from $120-$130, with premium cushioning and court-ready grip; aimed at basketball athletes seeking performance footwear.
- EQLZ®101 MULES Recovery Slides Recovery slide priced at $60 built on the ActiveRecovery™ foam platform with suede-like microfiber upper and Tank Waffle grip outsole; designed for post-game cooldown, daily wear, and travel, targeting athletes and recovery-focused consumers.
- EQLZ®101 SLIDES Casual slide sandal priced at $60 designed for everyday comfort and lifestyle wear, available in Hunter Grey and Battleground colorways; sold direct-to-consumer on eqlz.com.
- OASIS Sandals Lifestyle sandal positioned within EQLZ's everyday comfort footwear lineup, designed for casual wear and lifestyle use by consumers shopping on eqlz.com.
- EQLZ Apparel Clothing and apparel line including T-shirts, hoodies, and other garments organized under the GAME, CULTURE, and LIFE collections; sold direct-to-consumer to consumers who identify with basketball culture and the EQLZ lifestyle brand.
Quantifiable outcome
- 4.83 out of 5 stars from 276 verified customer reviews
Companies that use EQLZ
Customer profileSegments4 records
Ideal customer profiles4 records
EQLZ technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
EQLZ partnerships and signals
Strategic signalScale indicators2 records
Recent moves6 records
Expansion highlights5 records
EQLZ competitors and assessment
Company assessmentDirect peers
- Li-Ning (specifically the Way of Wade line): Chinese-headquartered athletic footwear brand with a flagship basketball performance line (Way of Wade via Dwyane Wade partnership). Directly comparable to EQLZ as a Chinese-rooted basketball footwear brand selling globally to performance and lifestyle consumers at premium price points.
- ANTA Sports: Leading Chinese sportswear company with deep basketball footwear presence (including the KT line with Klay Thompson and the Shock the Game lineup). Competes in the same premium basketball performance segment as EQLZ and serves both Chinese and global DTC audiences.
- 361°: Chinese athletic footwear and apparel brand with global basketball ambitions (sponsors international basketball events and teams). Comparable to EQLZ as an emerging global basketball footwear brand priced in the mid-premium segment.
- Peak Sport: Chinese basketball footwear brand with international distribution and athlete ambassadors. Comparable to EQLZ as a Chinese-origin basketball-first footwear brand pursuing global DTC and wholesale expansion.
- Athletic Propulsion Labs (APL): Premium athletic footwear brand with basketball and lifestyle silhouettes sold primarily DTC at premium price points ($125-$200+). Directly comparable to EQLZ on go-to-market model (DTC-first), pricing tier, and performance/lifestyle positioning.
Broad incumbents
- Nike Basketball: Dominant basketball footwear franchise within Nike, with signature athletes (LeBron, KD, Giannis, Devin Booker) and the broadest global retail footprint. Sets the category benchmark EQLZ is competing against on performance, pricing, and brand recognition.
- Adidas Basketball: Re-established basketball division within Adidas with signature athletes (James Harden, Damian Lillard, Trae Young). Comparable to EQLZ as a basketball footwear category leader competing for performance and lifestyle consumers globally.
- PUMA Basketball: Re-launched basketball division within PUMA with signature athletes (LaMelo Ball, Breanna Stewart, Scoot Henderson). Comparable to EQLZ as a basketball footwear brand pursuing premium positioning through athlete partnerships and lifestyle crossover.
- New Balance Basketball: Newer basketball footwear entrant within New Balance, anchored by Kawhi Leonard's signature line. Comparable to EQLZ as an emerging premium basketball brand using athlete-led storytelling and limited-edition drops to build brand equity.
Emerging players
- Hoka (recovery/lifestyle adjacent): Performance footwear brand that has scaled rapidly through cushioned running and recovery silhouettes, with adjacent lifestyle appeal. Comparable to EQLZ on the recovery/slide/lifestyle side (OASIS, 101 MULES), extending a performance-athletic brand into casual rotation.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
EQLZ social profiles
Digital presenceEQLZ financial estimates
Financial estimateRevenue estimate
Valuation estimate
EQLZ leadership team
Management profileNumber of profiles
EQLZ funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
EQLZ M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about EQLZ
What does EQLZ do?
EQLZ designs, markets, and sells direct-to-consumer basketball performance footwear and recovery slides, including the EQLZ®247 NXT ($125) and EQLZ®247 ($150) basketball sneakers, and the EQLZ®101 MULES and EQLZ®101 SLIDES ($60 each) built around its proprietary ActiveRecovery™ foam platform. The brand complements its footwear with a clothing and apparel line under GAME, CULTURE, and LIFE collections, sold globally through eqlz.com and physical showrooms/pop-ups.
Is EQLZ a public or private company?
EQLZ is a private company. It is classified as venture growth investor backed and is currently operating.
When was EQLZ founded?
EQLZ was founded in 2021.
Where is EQLZ based?
EQLZ is headquartered in Suzhou, China, in the Asia region.
How does EQLZ make money?
Two revenue lines are on record. Footwear Sales are the primary driver. The others are membership Program.
Who are EQLZ's main competitors?
Direct peers on record are Li-Ning (specifically the Way of Wade line), ANTA Sports, 361°, Peak Sport and Athletic Propulsion Labs (APL). Broad incumbents are Nike Basketball, Adidas Basketball, PUMA Basketball and New Balance Basketball. Hoka (recovery/lifestyle adjacent) is listed as an emerging player.
Does EQLZ have an API?
No public API is recorded for EQLZ.
What industry is EQLZ in?
EQLZ's product category is Athletic Footwear. Its primary akta.pro industry code is CRAMACAB, Basketball Footwear & Apparel Retail, with a secondary code of CRAAAEAI, Performance Footwear (Running, Training, Court). Its NAICS code is 45821 and its SIC code is 5661.