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

  • 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

  • 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

  • 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

  • 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

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

    t4-score.F = 68.5

Bear: against, or diligence first

  • 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

  • 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

  • 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

  • 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

IC memo

Number check passed: 19 number(s), all in the evidence ledger.Written by claude-opus-5-5 (after one repair pass)

Mitchell & Ness: ADVANCE

Recommendation Advance Mitchell & Ness, ranked 1 of 8 on the Dodgers streetwear collaboration screen. The deciding rule was "F 68.5 >= 67 and no red flags." The case rests on strong demographic and cultural alignment, but geography, gender skew and momentum need diligence before signing.

Where the audiences meet

  • Demographics: Alignment is well above the shortlist average. The cosine is 0.81 against a cohort norm of 0.03, so the aggregate age and gender skews point in a similar direction.
  • Taste profile: Overlap beats the average, at 0.35 versus 0.26.
    • Shared tags include hip hop, rap and rhythm & blues.
    • Only 25% of the buyer's top tags are missing from the target profile, well below the shortlist norm.
  • Cross-domain: Agreement runs above average.
    • Music leads, with shared audience affinities for Curren$y, Cam'ron and The Notorious B.I.G.
    • TV is also strong, with Ballers at 0.98 shared affinity.
    • Film and podcasts are also above average, which points to broad cultural adjacency for co-branded content.
  • Composite: F of 68.5 sits above the shortlist average.

Risks

  • Gender skew: The target audience over-indexes far more heavily male (0.78) than the Dodgers' audience (0.21). A co-brand may under-serve the buyer's more balanced aggregate audience.
  • Geography is the weakest pillar:
    • Metro overlap is 0.33, below the 0.43 average.
    • Metro correlation is -0.34, more negative than the -0.13 norm.
    • In the Dodgers' strongholds of San Diego and San Jose, target-relative affinity for Mitchell & Ness is negative.
  • Momentum is unmeasured: Qloo has no trending history to 2026-10-24, so coverage is zero.
  • Two-way affinity: At 0.80, it is marginally below the shortlist average, so the headline link is not stronger than the alternatives.
  • Cultural gaps: Buyer-only tags such as latino, mexican american and female protagonist are absent from the target profile.

Diligence questions

  • What would a co-branded pilot show among the Dodgers' female and Latino aggregate audience segments?
  • How would a pilot perform in San Diego and San Jose, where target affinity is relatively weak?
  • Can non-Qloo sources show whether affinity for Mitchell & Ness is rising or fading?
  • Do Fanatics ownership and the existing MLB partnership constrain deal terms or exclusivity?
  • Does the slightly weaker two-way affinity matter relative to the alternatives on the screen?

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 podcast(s)cache
/v2/insightsok50 taste tag(s)cache
/v2/insightsok25 recommended tv_show(s)cache
/v2/insightsokdemographics for 9 of 9 entitiescache
/v2/insightsok25 recommended artist(s)cache
/v2/insightsok25 recommended movie(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/insightsok25 of 25 candidates scoredcache
/v2/analysis/compareok0 shared catalogue tag(s)cache
/v2/insightsok4347 heatmap cell(s) in United Statescache
Evidence rows (what bull, bear and the judge see)
[
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  "label": "Red flags (code rules)",
  "data": {
   "flags": []
  },
  "shortlistAverages": {}
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 {
  "id": "t4-m1",
  "label": "m1 Two-way audience affinity",
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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"
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     "id": "urn:tag:specialty_dish:place:tortillas",
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    {
     "id": "urn:tag:keyword:media:mexican_american",
     "name": "mexican american",
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     "name": "latino",
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    {
     "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"
    },
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     "id": "urn:tag:genre:music:gangsta_rap",
     "name": "Gangsta Rap",
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   ],
   "unionCount": 74,
   "sharedCount": 26,
   "buyerTop20MissingShare": 0.25
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  "shortlistAverages": {
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   "sharedCount": 21.75,
   "buyerTop20MissingShare": 0.475
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 {
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  "label": "m3 Cross-domain agreement",
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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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       "name": "Running Wilde",
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     "score": 0.9000948103229647,
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       "affinity": 0.9815765001186946
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    {
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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,
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    "45_to_54": 0.22,
    "55_and_older": 0.33,
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 {
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  "label": "m5 Geographic footprint",
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    {
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    {
     "lat": 39.2904,
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     "targetRel": -0.11698551708277793
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   ],
   "correlation": -0.3406841297780875,
   "strongholds": [
    {
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     "lon": -117.1611,
     "buyer": 0.9991776483152878,
     "metro": "San Diego",
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     "buyerRel": 0.03613923205339131,
     "targetRel": -0.1252599198578892
    },
    {
     "lat": 37.3382,
     "lon": -121.8863,
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     "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."
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  "shortlistAverages": {}
 },
 {
  "id": "t4-score",
  "label": "Composite score",
  "data": {
   "F": 68.5044735130108,
   "points": {
    "m1": 29.61513847425455,
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   "coverage": 0.95
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  "shortlistAverages": {
   "F": 64.75407958362149,
   "coverage": 0.9500000000000001
  }
 }
]