Licensing / co-brand · Red Bull → target #8 of 8
Converse
A mass-market, heritage-focused footwear brand known for accessible and iconic casual sneaker styles.
Founded 1908 · Parent: Nike, Inc. · Competes with Vans, Adidas, Puma, Superga · Partnerships: Comme Des Garçons, Tyler, The Creator, Off-White
Corporate details are Qloo entity data.
Why this verdict
F 57.8 < 62 and unmitigated red flag(s): TASTE_CLASH.
- TASTE_CLASH: > 50% of the buyer's top-20 tags missing from the target's top-50, and m2 < 0.15 (observed m2 0.11, buyerTop20MissingShare 0.60)
- NO_GEO_OVERLAP: m5 < 0.2 (licensing deals only) (observed m5 0.14)
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.
How F is built
Points each metric adds (weights for Licensing / co-brand, renormalised over what Qloo could measure).
| Metric | Weight | Points |
|---|---|---|
| Two-way audience affinity | 0.35 | 29.7 |
| Taste-profile overlap | 0.10 | 1.1 |
| Cross-domain agreement | 0.20 | 15.7 |
| Demographic alignment | 0.10 | 6.0 |
| Geographic footprint | 0.20 | 2.8 |
| Momentum | 0.05 | 2.5 |
| F | 57.8 |
Qloo explainability: the buyer-side signals driving the forward affinity are Red Bull (1.00).
Where the audiences meet, across culture
The buyer audience’s top titles in each domain, ranked by how strongly Converse’s audience embraces them.
Taste profile overlap
11 of 89 top taste tags shared.
Travel, Gazpacho, Hotel, car, house
French, Chile En Nogada, teenager, teenage girl, high school
Audience shape
Relative over-index (+) or under-index (−) of each aggregate audience, from Qloo. Not individual data.
Momentum
z = -0.06 relative to the screened cohort (2025-10-01).
Footprint overlap for distribution
Boston, Los Angeles, St. Louis, Chicago, Detroit, Providence, New York, Cleveland
Oklahoma City, Nashville
Bull vs bear
9 of 10 claims survived the judge; 1 rejected for citing numbers not in the ledger or misreading them.Bull: for the deal
The two-way audience affinity is symmetric: the ratio between Red Bull and Converse audience affinities is 1, reading as average against the shortlist. Converse's forward affinity toward Red Bull is also 0.848, so the link is reciprocal in the aggregate data.
t8-m1.ratio = 1t8-profile.forwardAffinity = 0.8484The audience over-indexes on under-25 viewers for Converse (aggregate affinity 0.44), a bucket where the Red Bull audience sits near neutral (0.05). This is a possible co-brand angle for reaching a younger aggregate audience.
t8-m4.target.24_and_younger = 0.44t8-m4.buyer.24_and_younger = 0.05Converse has very high aggregate brand presence in the profile, with popularity near 1 and a screen rank of 8, which supports its visibility as a co-brand partner.
t8-profile.popularity = 0.9985t8-profile.screenRank = 8Geographic overlap is thin overall, but the Red Bull audience over-indexes relative to the cohort in Nashville and Oklahoma City, which could anchor a regional pilot rather than a national launch.
NO_GEO_OVERLAPt8-m5.strongholds[0].buyerRel = 0.04639t8-m5.strongholds[1].buyerRel = 0.03625The two-way audience affinity term is the largest contributor to the composite, at about 29.7 points, so the core audience link carries most of the score.
t8-score.points.m1 = 29.7
Bear: against, or diligence first
The code raised TASTE_CLASH: 60% of the buyer's top-20 tags are missing from the target's top-50, and taste-profile overlap is only 0.11, well below the shortlist average of 0.19. Taste overlap is weak in the aggregate audience graph.
TASTE_CLASHt8-m2.value = 0.1101t8-m2.buyerTop20MissingShare = 0.6t8-m2.sharedCount = 11The code raised NO_GEO_OVERLAP: geographic footprint is 0.14, under the 0.2 threshold, and the buyer and target audiences correlate negatively across metros (-0.72), so the target's audience is weakest where the buyer's is strongest.
NO_GEO_OVERLAPt8-m5.value = 0.1408t8-m5.correlation = -0.7185t8-m5.whiteSpaceCount = 9Demographic alignment is weak: the target audience skews toward 24-and-younger and 25-34 while the buyer's largest gap is in 35-44, where the target sits at -0.65, and the cosine is only 0.21 against a shortlist average of 0.61.
t8-m4.cosine = 0.2076t8-m4.biggestGap.target = -0.65t8-m4.value = 0.6038Diligence before any deal: the target's profile shows it is part of Nike, Inc. with Red Bull as its only driver, so the licensor and rights chain must be confirmed, and the target's audience affinity to Red Bull (0.85) rests on a single-brand driver relationship.
t8-profile.forwardAffinity = 0.8484t8-profile.drivers[0].score = 1The composite score is 57.8, below the shortlist average of 70.5, and momentum is flat (z of -0.06), with the audience affinity at 0.85 trailing the shortlist average of 0.87 and cross-domain agreement at 0.79 against 0.85.
t8-score.F = 57.85shortlistAverages.F = 70.55t8-m6.z = -0.05622t8-m1.value = 0.8484Rejected by the judge: cited evidence "shortlistAverages" is not in this target's ledger
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.
| Purpose | Endpoint | Status | Result | Source |
|---|---|---|---|---|
| /v2/insights | ok | 15 of 15 candidates scored | live 78 ms | |
| /v2/insights | ok | 15 profile(s) | cache | |
| /v2/insights | ok | demographics for 9 of 9 entities | live 109 ms | |
| /v2/insights | ok | 50 taste tag(s) | live 582 ms | |
| /v2/insights | ok | 25 recommended tv_show(s) | live 612 ms | |
| /v2/insights | ok | 25 recommended podcast(s) | live 984 ms | |
| /v2/insights | ok | 25 recommended movie(s) | live 2269 ms | |
| /v2/insights | ok | 25 recommended artist(s) | live 3481 ms | |
| /v2/insights | ok | 11060 heatmap cell(s) in United States | live 3602 ms | |
| /v2/trending | ok | 47 trend point(s) | cache | |
| /v2/trending | ok | 47 trend point(s) | cache | |
| /v2/trending | ok | 47 trend point(s) | cache | |
| /v2/trending | ok | 47 trend point(s) | cache | |
| /v2/trending | ok | 47 trend point(s) | cache | |
| /v2/trending | ok | 47 trend point(s) | live 303 ms | |
| /v2/trending | ok | 47 trend point(s) | live 331 ms | |
| /v2/trending | ok | 47 trend point(s) | live 331 ms | |
| /v2/trending | ok | 47 trend point(s) | live 332 ms | |
| /v2/insights | ok | 1 of 1 candidates scored | live 9214 ms | |
| /v2/insights | ok | 25 of 25 candidates scored | live 9484 ms | |
| /v2/insights | ok | 50 taste tag(s) | live 9679 ms | |
| /v2/insights | ok | 25 of 25 candidates scored | live 9742 ms | |
| /v2/insights | ok | 25 of 25 candidates scored | live 10030 ms | |
| /v2/insights | ok | 25 of 25 candidates scored | live 10236 ms | |
| /v2/analysis/compare | ok | 0 shared catalogue tag(s) | live 10712 ms | |
| /v2/insights | ok | 8987 heatmap cell(s) in United States | live 13996 ms |
Evidence rows (what bull, bear and the judge see)
[
{
"id": "t8-flags",
"label": "Red flags (code rules)",
"data": {
"flags": [
{
"m2": 0.11014366565084893,
"flag": "TASTE_CLASH",
"rule": "> 50% of the buyer's top-20 tags missing from the target's top-50, and m2 < 0.15",
"buyerTop20MissingShare": 0.6
},
{
"m5": 0.1407640181751832,
"flag": "NO_GEO_OVERLAP",
"rule": "m5 < 0.2 (licensing deals only)"
}
]
},
"shortlistAverages": {}
},
{
"id": "t8-m1",
"label": "m1 Two-way audience affinity",
"data": {
"a": 0.8484357884638708,
"b": 0.8484357884638708,
"ratio": 1,
"value": 0.8484357884638708,
"reverse": [
{
"id": "409FAF5A-BC5F-4DC3-943D-E3B5F20B471D",
"name": "Red Bull",
"affinity": 0.8484357884638708
}
],
"coverage": 1
},
"shortlistAverages": {
"a": 0.8742664278855332,
"b": 0.8742664278855332,
"ratio": 1,
"value": 0.8742664278855332
}
},
{
"id": "t8-m2",
"label": "m2 Taste-profile overlap",
"data": {
"value": 0.11014366565084893,
"shared": [
{
"id": "urn:tag:genre:music:rock",
"name": "rock",
"subtype": "urn:tag:genre:music"
},
{
"id": "urn:tag:keyword:media:friend",
"name": "friend",
"subtype": "urn:tag:keyword:media"
},
{
"id": "urn:tag:genre:music:indie",
"name": "indie",
"subtype": "urn:tag:genre:music"
},
{
"id": "urn:tag:genre:music:alternative_rock",
"name": "Alternative Rock",
"subtype": "urn:tag:genre:music"
},
{
"id": "urn:tag:genre:music:electronic",
"name": "electronic",
"subtype": "urn:tag:genre:music"
},
{
"id": "urn:tag:genre:music:hip_hop",
"name": "Hip Hop",
"subtype": "urn:tag:genre:music"
},
{
"id": "urn:tag:genre:music:rap",
"name": "rap",
"subtype": "urn:tag:genre:music"
},
{
"id": "urn:tag:keyword:media:based_on_true_story",
"name": "based on true story",
"subtype": "urn:tag:keyword:media"
}
],
"coverage": 1,
"buyerOnly": [
{
"id": "urn:tag:genre:media:travel",
"name": "Travel",
"subtype": "urn:tag:genre:media"
},
{
"id": "urn:tag:specialty_dish:place:gazpacho",
"name": "Gazpacho",
"subtype": "urn:tag:specialty_dish:place"
},
{
"id": "urn:tag:genre:place:hotel",
"name": "Hotel",
"subtype": "urn:tag:genre:place"
},
{
"id": "urn:tag:keyword:media:car",
"name": "car",
"subtype": "urn:tag:keyword:media"
},
{
"id": "urn:tag:genre:music:house",
"name": "house",
"subtype": "urn:tag:genre:music"
}
],
"targetOnly": [
{
"id": "urn:tag:genre:place:restaurant:french",
"name": "French",
"subtype": "urn:tag:genre:place"
},
{
"id": "urn:tag:specialty_dish:place:chile_en_nogada",
"name": "Chile En Nogada",
"subtype": "urn:tag:specialty_dish:place"
},
{
"id": "urn:tag:keyword:media:teenager",
"name": "teenager",
"subtype": "urn:tag:keyword:media"
},
{
"id": "urn:tag:keyword:media:teenage_girl",
"name": "teenage girl",
"subtype": "urn:tag:keyword:media"
},
{
"id": "urn:tag:keyword:media:high_school",
"name": "high school",
"subtype": "urn:tag:keyword:media"
}
],
"unionCount": 89,
"sharedCount": 11,
"buyerTop20MissingShare": 0.6
},
"shortlistAverages": {
"value": 0.1904880193092421,
"sharedCount": 17.75,
"buyerTop20MissingShare": 0.4625000000000001
}
},
{
"id": "t8-m3",
"label": "m3 Cross-domain agreement",
"data": {
"value": 0.7871063414178808,
"domains": [
{
"type": "urn:entity:artist",
"clash": [
{
"name": "Wolfgang Gartner",
"affinity": 0.7312027180338503
},
{
"name": "The Prodigy",
"affinity": 0.7472489620959528
},
{
"name": "nero",
"affinity": 0.7531617591445157
}
],
"label": "Music",
"score": 0.7893925189203985,
"shared": [
{
"name": "David Guetta",
"affinity": 0.8759981923090955
},
{
"name": "Calvin Harris",
"affinity": 0.8636413606581973
},
{
"name": "Avicii",
"affinity": 0.8503472042243007
}
],
"expected": 25,
"returned": 25
},
{
"type": "urn:entity:tv_show",
"clash": [
{
"name": "Top Gear USA",
"affinity": 0.7632574736332679
},
{
"name": "Top Shot",
"affinity": 0.7769390516695464
},
{
"name": "Running Wild with Bear Grylls",
"affinity": 0.7792612596676354
}
],
"label": "TV",
"score": 0.8036027736653932,
"shared": [
{
"name": "American Gladiators",
"affinity": 0.8450696047271042
},
{
"name": "SAS: Who Dares Wins",
"affinity": 0.8422319037335044
},
{
"name": "Departures",
"affinity": 0.836847010507933
}
],
"expected": 25,
"returned": 25
},
{
"type": "urn:entity:movie",
"clash": [
{
"name": "6 Underground",
"affinity": 0.7826823048833382
},
{
"name": "Triple Frontier",
"affinity": 0.7889195229783306
},
{
"name": "Fast & Furious Presents: Hobbs & Shaw",
"affinity": 0.7897691433084321
}
],
"label": "Film",
"score": 0.8319726061085189,
"shared": [
{
"name": "The Peanut Butter Falcon",
"affinity": 0.8886720376988844
},
{
"name": "Once Upon a Time in... Hollywood",
"affinity": 0.8829436064567577
},
{
"name": "Uncut Gems",
"affinity": 0.8772358486168597
}
],
"expected": 25,
"returned": 25
},
{
"type": "urn:entity:podcast",
"clash": [
{
"name": "The Cardone Zone",
"affinity": 0.6823902575187176
},
{
"name": "Jocko Podcast",
"affinity": 0.7030262694890267
},
{
"name": "The Mike Dillard Show",
"affinity": 0.7035002529097734
}
],
"label": "Podcasts",
"score": 0.7234574669772128,
"shared": [
{
"name": "The Dropout Degree with Josh King Madrid",
"affinity": 0.7592634677873
},
{
"name": "The Joe Rogan Experience",
"affinity": 0.7566329387289161
},
{
"name": "The Tai Lopez Show",
"affinity": 0.7547936308154075
}
],
"expected": 25,
"returned": 25
}
],
"coverage": 1
},
"shortlistAverages": {
"value": 0.8465550725421571,
"domains[0].score": 0.81236913387113,
"domains[1].score": 0.8777061177037968,
"domains[2].score": 0.8717940715775916,
"domains[3].score": 0.8243509670161102
}
},
{
"id": "t8-m4",
"label": "m4 Demographic alignment",
"data": {
"buyer": {
"male": 0.62,
"female": -0.62,
"25_to_29": -0.03,
"30_to_34": 0.04,
"35_to_44": 0.07,
"45_to_54": 0.01,
"55_and_older": -0.64,
"24_and_younger": 0.05
},
"value": 0.6038182520004366,
"cosine": 0.20763650400087316,
"target": {
"male": -0.08,
"female": 0.08,
"25_to_29": 0.16,
"30_to_34": 0.19,
"35_to_44": -0.65,
"45_to_54": -0.46,
"55_and_older": -0.59,
"24_and_younger": 0.44
},
"coverage": 1,
"biggestGap": {
"buyer": 0.07,
"bucket": "35_to_44",
"target": -0.65
}
},
"shortlistAverages": {
"value": 0.8047735128605162,
"cosine": 0.6095470257210326
}
},
{
"id": "t8-m5",
"label": "m5 Geographic footprint",
"data": {
"value": 0.1407640181751832,
"coverage": 1,
"metroCount": 55,
"whiteSpace": [
{
"lat": 42.3601,
"lon": -71.0589,
"buyer": 0.9833822627003668,
"metro": "Boston",
"target": 0.9847554131426788,
"buyerRel": 0.0003520029893324672,
"targetRel": 0.0017251534316444772
},
{
"lat": 34.0522,
"lon": -118.2437,
"buyer": 0.9945263438831847,
"metro": "Los Angeles",
"target": 0.9878013417618333,
"buyerRel": 0.008230511741984414,
"targetRel": 0.0015055096206330054
},
{
"lat": 38.627,
"lon": -90.1994,
"buyer": 0.9674199364184174,
"metro": "St. Louis",
"target": 0.9489829932044184,
"buyerRel": 0.01868417533565414,
"targetRel": 0.00024723212165511654
},
{
"lat": 41.8781,
"lon": -87.6298,
"buyer": 0.9904054357984292,
"metro": "Chicago",
"target": 0.982500201857236,
"buyerRel": 0.007545504960417282,
"targetRel": -0.00035972898077596405
},
{
"lat": 42.3314,
"lon": -83.0458,
"buyer": 0.9885771600729393,
"metro": "Detroit",
"target": 0.9720649790204234,
"buyerRel": 0.01484026599240662,
"targetRel": -0.0016719150601092192
},
{
"lat": 41.824,
"lon": -71.4128,
"buyer": 0.9877027144128224,
"metro": "Providence",
"target": 0.9753185125891977,
"buyerRel": 0.010286658706696095,
"targetRel": -0.0020975431169286685
},
{
"lat": 40.7128,
"lon": -74.006,
"buyer": 0.9938338170838814,
"metro": "New York",
"target": 0.9863158447419841,
"buyerRel": 0.005304710247738709,
"targetRel": -0.002213262094158619
},
{
"lat": 41.4993,
"lon": -81.6944,
"buyer": 0.9864571407956813,
"metro": "Cleveland",
"target": 0.9725297591308996,
"buyerRel": 0.011501834670873956,
"targetRel": -0.0024255469939077345
}
],
"correlation": -0.7184719636496336,
"strongholds": [
{
"lat": 35.4676,
"lon": -97.5164,
"buyer": 0.9752945243126018,
"metro": "Oklahoma City",
"target": 0.9263411166340428,
"buyerRel": 0.04639099752475939,
"targetRel": -0.0025624101537995436
},
{
"lat": 36.1627,
"lon": -86.7816,
"buyer": 0.9701633276552362,
"metro": "Nashville",
"target": 0.9402577487958778,
"buyerRel": 0.036245461301631754,
"targetRel": 0.006339882442273348
}
],
"whiteSpaceCount": 9,
"relativeToCohort": true
},
"shortlistAverages": {
"value": 0.5296261155151881,
"correlation": 0.05925223103037629
}
},
{
"id": "t8-m6",
"label": "m6 Momentum",
"data": {
"z": -0.056222338023093066,
"value": 0.4906296103294845,
"priorSd": 0.0008486987811022954,
"coverage": 1,
"priorMean": -0.26347427200414586,
"normalised": true,
"recentMean": -0.2645987187646077
},
"shortlistAverages": {
"z": -0.034857319857814484,
"value": 0.4941904466903642
}
},
{
"id": "t8-profile",
"label": "Qloo entity profile: Converse",
"data": {
"name": "Converse",
"drivers": [
{
"name": "Red Bull",
"score": 1
}
],
"ownership": "part_of_other",
"keyMarkets": [
"United States",
"Global"
],
"popularity": 0.9984743435439304,
"screenRank": 8,
"foundedYear": 1908,
"priceRangeUsd": [
60,
120
],
"ultimateParent": "Nike, Inc.",
"forwardAffinity": 0.8484357884638708,
"competitorBrands": [
"Vans",
"Adidas",
"Puma",
"Superga"
],
"sharedCategories": [],
"knownPartnerships": [
"Comme Des Garçons",
"Tyler, The Creator",
"Off-White",
"JW Anderson",
"Rick Owens"
],
"marketPositioning": "A mass-market, heritage-focused footwear brand known for accessible and iconic casual sneaker styles."
},
"shortlistAverages": {}
},
{
"id": "t8-score",
"label": "Composite score",
"data": {
"F": 57.845427016257034,
"points": {
"m1": 29.695252596235477,
"m2": 1.1014366565084894,
"m3": 15.742126828357616,
"m4": 6.038182520004366,
"m5": 2.815280363503664,
"m6": 2.4531480516474224
},
"coverage": 1
},
"shortlistAverages": {
"F": 70.54651629229
}
}
]