Simpatico

Licensing / co-brand · Los Angeles Dodgers → target #1 of 8

Mitchell & Ness

A premium heritage brand offering authentic, high-quality reproduction sports apparel for fans and streetwear enthusiasts.

Founded 1904 · Parent: Fanatics · Competes with New Era, Starter, Champion, Nike · Partnerships: NBA, MLB, NFL

Corporate details are Qloo entity data.

Advance
68.5F / 100
95% of the weighted evidence measured

Why this verdict

F 68.5 >= 67 and no red flags.

Scores, flags and verdicts are computed in code. The agents can only argue with the ledger; they never set the score.

Six audience metrics

Bar = this target; tick = shortlist average.

m1 Two-way audience affinity
0.80
Harmonic mean of the buyer audience’s affinity for the target and the target audience’s affinity for the buyer’s brands.
m2 Taste-profile overlap
0.35
Rank-weighted overlap of the two audiences’ top-50 cultural taste tags.
m3 Cross-domain agreement
0.89
How strongly the target’s audience embraces the buyer audience’s favourite artists, shows, films and podcasts.
m4 Demographic alignment
0.91
Similarity of the two audiences’ age and gender over-index profiles.
m5 Geographic footprint
0.33
Correlation of metro-level audience affinity, relative to the screened cohort.
m6 Momentum not measured
n/a
Trending rank change over the last 4 weeks vs the 8 before, relative to the cohort.
Qloo has no trending history for the 12 weeks to 2026-10-24.

How F is built

Points each metric adds (weights for Licensing / co-brand, renormalised over what Qloo could measure).

MetricWeightPoints
Two-way audience affinity0.3529.6
Taste-profile overlap0.103.7
Cross-domain agreement0.2018.7
Demographic alignment0.109.5
Geographic footprint0.206.9
Momentumnot measured–
F68.5

Qloo explainability: the buyer-side signals driving the forward affinity are Los Angeles Dodgers (1.00).

Where the audiences meet, across culture

The buyer audience’s top titles in each domain, ranked by how strongly Mitchell & Ness’s audience embraces them.

Music0.94
Embraced: Curren$y, Cam'ron, The Notorious B.I.G. · Least shared: Swishahouse, Boosie Badazz, Yo Gotti
TV0.90
Embraced: Ballers, Brockmire, Coach · Least shared: Arrested Development, It's Always Sunny in Philadelphia, Running Wilde
Film0.86
Embraced: Coach Carter, Glory Road, More Than a Game · Least shared: McFarland, USA, Nowitzki: The Perfect Shot, Varsity Blues
Podcasts0.84
Embraced: I AM RAPAPORT: STEREO PODCAST, THIS THAT & THE THIRD WITH GMOODY, How Neal Feel · Least shared: The YoYoYo Podcast w/Martin & Hooter, About Last Night, Bertcast

Taste profile overlap

26 of 74 top taste tags shared.

Both over-index on
Hip HopAmericanrapafrican americanfriendfamily relationshipsamerican footballrhythm & blues
Buyer only

Tortillas, mexican american, latino, female protagonist, Guacamole Chips

Mitchell & Ness only

Apple Strudel, hip hop, rapper, african american protagonist, Gangsta Rap

Audience shape

Los Angeles Dodgers (buyer) Mitchell & Ness
-0.78-0.390.00+0.39+0.78≤2425–2930–3435–4445–5455+MenWomen

Relative over-index (+) or under-index (−) of each aggregate audience, from Qloo. Not individual data.

Momentum

Qloo has no trending history for the 12 weeks to 2026-10-24.

Footprint overlap for distribution

White space: Mitchell & Ness strong, buyer weak Shared stronghold Other metros
White space

Philadelphia, New York, Chicago, Memphis, Atlanta, Detroit, Cleveland, Baltimore

Shared strongholds

San Diego, San Jose

Bull vs bear

10 of 10 claims survived the judge; 0 rejected for citing numbers not in the ledger or misreading them.

Bull: for the deal

  • Taste-profile overlap beats the shortlist average, with more shared tags (hip hop, rap, R&B) and a lower share of the buyer's top tags missing from the target profile.

    t4-m2.value = 0.3549t4-m2.sharedCount = 26t4-m2.buyerTop20MissingShare = 0.25

  • Agreement also runs above average in TV, film and podcasts, with Ballers showing a very high shared audience affinity. This suggests broad cultural adjacency for co-branded content.

    t4-m3.domains[1].score = 0.9001t4-m3.domains[2].score = 0.8638t4-m3.domains[3].score = 0.838t4-m3.domains[1].shared[0].affinity = 0.9816

  • Demographic alignment is well above the shortlist average: the two brands' aggregate age and gender skews point in a similar direction, with a cosine far exceeding the cohort norm.

    t4-m4.value = 0.907t4-m4.cosine = 0.8139

  • The composite score sits above the shortlist average, indicating this pairing ranks favorably overall on aggregate audience-fit metrics.

    t4-score.F = 68.5

  • Cross-domain agreement is above average, led by music, where shared audience affinities include Curren$y and The Notorious B.I.G.

    t4-m3.value = 0.8866t4-m3.domains[0].score = 0.9446t4-m3.domains[0].shared[0].affinity = 0.9752

Bear: against, or diligence first

  • The Dodgers' strongholds sit where Mitchell & Ness audience affinity is relatively weak (San Diego target-relative affinity is negative), so a co-brand anchored in the Dodgers' home region may not lean on the target's core aggregate audience.

    t4-m5.strongholds[0].targetRel = -0.1253t4-m5.strongholds[1].targetRel = -0.1241

  • Demographic skew diverges on gender: the target audience over-indexes far more heavily male than the buyer's, so a co-brand may under-serve the Dodgers' more balanced aggregate audience.

    t4-m4.biggestGap.buyer = 0.21t4-m4.biggestGap.target = 0.78

  • Geographic footprint is the weakest pillar: the aggregate metro overlap scores below the shortlist average and the buyer-target metro correlation is negative and more negative than the shortlist norm, so the two audiences over-index in different places.

    t4-m5.value = 0.3297t4-m5.correlation = -0.3407

  • Two-way audience affinity is marginally below the shortlist average, so the headline link between the brands is not stronger than the alternatives being screened.

    t4-m1.value = 0.8038

  • Momentum could not be measured: Qloo has no trending history, so the committee has zero coverage on whether audience affinity for the target is rising or fading and should diligence this before signing.

    t4-m6.coverage = 0

IC memo

Number check passed: 25 number(s), all in the evidence ledger.Written by claude-opus-5-5

Mitchell & Ness: ADVANCE

Recommendation Advance Mitchell & Ness, ranked 1 of 8 on the Dodgers streetwear collaboration screen with a composite F of 68.5. The deciding rule: F 68.5 >= 67 and no red flags. The case rests on taste, cultural and demographic adjacency, and the geographic and momentum gaps need diligence before signing.

Where the audiences meet

  • Taste profile: Overlap is 0.35 against a shortlist average of 0.26. Shared tags include hip hop, rap and R&B. Only 25% of the Dodgers' top tags are missing from the target profile, compared with a shortlist norm of 47.5%.
  • Demographics: The aggregate age and gender skews point in a similar direction, with a cosine of 0.81 against a cohort norm of 0.03.
  • Cross-domain agreement: Agreement is 0.89, above the shortlist average of 0.84.
    • Music leads, with shared audience affinities including Curren$y and The Notorious B.I.G.
    • In TV, Ballers shows a very high shared audience affinity of 0.98.
    • Film and podcasts also run above average.

Risks

  • Geography is the weakest pillar. Metro overlap is 0.33 against a shortlist average of 0.43. The metro correlation is -0.34, more negative than the shortlist norm of -0.13. In aggregate, the two audiences over-index in different places.
  • Dodgers strongholds are weak spots for the target. San Diego target-relative affinity is negative (-0.13), as is San Jose (-0.12).
  • Gender skew diverges. The target audience over-indexes far more heavily male (0.78 vs 0.21), so a co-brand may under-serve the Dodgers' more balanced aggregate audience.
  • Two-way affinity is slightly below average. At 0.80, it sits marginally below the shortlist average, so the headline link is not stronger than the alternatives.
  • Momentum is unmeasured. Qloo has no trending history for the 12 weeks to 2026-10-24, so coverage is zero.
  • Red flags: None.

Diligence questions

  • What would a pilot anchored in Southern California show, given the target's weak relative affinity in Dodgers strongholds?
  • Can product and creative serve the Dodgers' more gender-balanced aggregate audience?
  • Should launch markets prioritize metros where the target over-indexes over the Dodgers' home region?
  • Does the marginally below-average two-way affinity still justify choosing Mitchell & Ness over the alternatives on the shortlist?
  • What alternative data can show whether audience affinity for the target is rising or fading?

Aggregate audience affinities from Qloo, not predictions about individuals. Not investment advice.

Provenance: 26 Qloo calls behind this target

Requests as sent (the API key travels in a header and is never logged). Responses are cached privately on the server.

PurposeEndpointStatusResultSource
/v2/insightsok25 of 25 candidates scoredcache
/v2/insightsok25 profile(s)cache
/v2/insightsok25 recommended tv_show(s)cache
/v2/insightsok25 recommended podcast(s)cache
/v2/insightsok25 recommended movie(s)cache
/v2/insightsok50 taste tag(s)cache
/v2/insightsokdemographics for 9 of 9 entitiescache
/v2/insightsok25 recommended artist(s)cache
/v2/insightsok7800 heatmap cell(s) in United Statescache
/v2/trendingempty0 trend point(s)cache
/v2/trendingempty0 trend point(s)cache
/v2/trendingempty0 trend point(s)cache
/v2/trendingempty0 trend point(s)cache
/v2/trendingempty0 trend point(s)cache
/v2/trendingempty0 trend point(s)cache
/v2/trendingempty0 trend point(s)cache
/v2/trendingempty0 trend point(s)cache
/v2/trendingempty0 trend point(s)cache
/v2/insightsok1 of 1 candidates scoredcache
/v2/insightsok25 of 25 candidates scoredcache
/v2/insightsok25 of 25 candidates scoredcache
/v2/insightsok50 taste tag(s)cache
/v2/insightsok25 of 25 candidates scoredcache
/v2/insightsok4347 heatmap cell(s) in United Statescache
/v2/analysis/compareok0 shared catalogue tag(s)cache
/v2/insightsok25 of 25 candidates scoredcache
Evidence rows (what bull, bear and the judge see)
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 {
  "id": "t4-flags",
  "label": "Red flags (code rules)",
  "data": {
   "flags": []
  },
  "shortlistAverages": {}
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 {
  "id": "t4-m1",
  "label": "m1 Two-way audience affinity",
  "data": {
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   "b": 0.8038394728726235,
   "ratio": 1,
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   "ratio": 1,
   "value": 0.8058428397073506
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 {
  "id": "t4-m2",
  "label": "m2 Taste-profile overlap",
  "data": {
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     "name": "Hip Hop",
     "subtype": "urn:tag:genre:music"
    },
    {
     "id": "urn:tag:genre:place:restaurant:american",
     "name": "American",
     "subtype": "urn:tag:genre:place"
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    {
     "id": "urn:tag:genre:music:rap",
     "name": "rap",
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     "id": "urn:tag:keyword:media:friend",
     "name": "friend",
     "subtype": "urn:tag:keyword:media"
    },
    {
     "id": "urn:tag:keyword:media:family_relationships",
     "name": "family relationships",
     "subtype": "urn:tag:keyword:media"
    },
    {
     "id": "urn:tag:keyword:media:american_football",
     "name": "american football",
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    {
     "id": "urn:tag:genre:music:rhythm_blues",
     "name": "rhythm & blues",
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    }
   ],
   "coverage": 1,
   "buyerOnly": [
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     "id": "urn:tag:specialty_dish:place:tortillas",
     "name": "Tortillas",
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    {
     "id": "urn:tag:keyword:media:mexican_american",
     "name": "mexican american",
     "subtype": "urn:tag:keyword:media"
    },
    {
     "id": "urn:tag:keyword:media:latino",
     "name": "latino",
     "subtype": "urn:tag:keyword:media"
    },
    {
     "id": "urn:tag:keyword:media:female_protagonist",
     "name": "female protagonist",
     "subtype": "urn:tag:keyword:media"
    },
    {
     "id": "urn:tag:specialty_dish:place:guacamole_chips",
     "name": "Guacamole Chips",
     "subtype": "urn:tag:specialty_dish:place"
    }
   ],
   "targetOnly": [
    {
     "id": "urn:tag:specialty_dish:place:apple_strudel",
     "name": "Apple Strudel",
     "subtype": "urn:tag:specialty_dish:place"
    },
    {
     "id": "urn:tag:keyword:media:hip_hop",
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     "subtype": "urn:tag:keyword:media"
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    {
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     "subtype": "urn:tag:keyword:media"
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     "name": "african american protagonist",
     "subtype": "urn:tag:keyword:media"
    },
    {
     "id": "urn:tag:genre:music:gangsta_rap",
     "name": "Gangsta Rap",
     "subtype": "urn:tag:genre:music"
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   "unionCount": 74,
   "sharedCount": 26,
   "buyerTop20MissingShare": 0.25
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   "buyerTop20MissingShare": 0.475
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 {
  "id": "t4-m3",
  "label": "m3 Cross-domain agreement",
  "data": {
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       "affinity": 0.9752056582680937
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       "name": "Cam'ron",
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       "name": "The Notorious B.I.G.",
       "affinity": 0.9736470563359637
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     ],
     "expected": 25,
     "returned": 25
    },
    {
     "type": "urn:entity:tv_show",
     "clash": [
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       "name": "It's Always Sunny in Philadelphia",
       "affinity": 0.8679903478711954
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     "score": 0.9000948103229647,
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       "affinity": 0.9815765001186946
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    {
     "type": "urn:entity:movie",
     "clash": [
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     "label": "Film",
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     "label": "Podcasts",
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 {
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    "female": -0.21,
    "25_to_29": -0.1,
    "30_to_34": -0.7000000000000001,
    "35_to_44": -0.53,
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   "biggestGap": {
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 {
  "id": "t4-m5",
  "label": "m5 Geographic footprint",
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    {
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    {
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   ],
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     "lon": -117.1611,
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     "metro": "San Diego",
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     "targetRel": -0.1252599198578892
    },
    {
     "lat": 37.3382,
     "lon": -121.8863,
     "buyer": 0.9808622670867017,
     "metro": "San Jose",
     "target": 0.8281579369890179,
     "buyerRel": 0.028624991795488386,
     "targetRel": -0.12407933830219542
    }
   ],
   "whiteSpaceCount": 8,
   "relativeToCohort": true
  },
  "shortlistAverages": {
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   "correlation": -0.13217687933290995
  }
 },
 {
  "id": "t4-m6",
  "label": "m6 Momentum",
  "data": {
   "z": null,
   "note": "Qloo has no trending history for the 12 weeks to 2026-10-24.",
   "value": null,
   "priorSd": null,
   "coverage": 0,
   "priorMean": null,
   "normalised": false,
   "recentMean": null
  },
  "shortlistAverages": {}
 },
 {
  "id": "t4-profile",
  "label": "Qloo entity profile: Mitchell & Ness",
  "data": {
   "name": "Mitchell & Ness",
   "drivers": [
    {
     "name": "Los Angeles Dodgers",
     "score": 1
    }
   ],
   "ownership": "part_of_other",
   "keyMarkets": [
    "United States",
    "Canada",
    "United Kingdom",
    "Japan"
   ],
   "popularity": 0.9725381837907477,
   "screenRank": 4,
   "foundedYear": 1904,
   "priceRangeUsd": [
    35,
    300
   ],
   "ultimateParent": "Fanatics",
   "forwardAffinity": 0.8038394728726235,
   "competitorBrands": [
    "New Era",
    "Starter",
    "Champion",
    "Nike"
   ],
   "sharedCategories": [],
   "knownPartnerships": [
    "NBA",
    "MLB",
    "NFL",
    "NHL"
   ],
   "marketPositioning": "A premium heritage brand offering authentic, high-quality reproduction sports apparel for fans and streetwear enthusiasts."
  },
  "shortlistAverages": {}
 },
 {
  "id": "t4-score",
  "label": "Composite score",
  "data": {
   "F": 68.5044735130108,
   "points": {
    "m1": 29.61513847425455,
    "m2": 3.7362268583254084,
    "m3": 18.665900035464006,
    "m4": 9.547041089999329,
    "m5": 6.9401670549675005,
    "m6": 0
   },
   "coverage": 0.95
  },
  "shortlistAverages": {
   "F": 64.75407958362149,
   "coverage": 0.9500000000000001
  }
 }
]