Simpatico

Licensing / co-brand · Los Angeles Dodgers → target #2 of 8

Nike

Market-leading athletic brand providing high-performance gear across a wide range of price points for professional and amateur athletes.

Founded 1964 · Parent: Nike, Inc. · Competes with Adidas, Puma, Under Armour, New Balance · Partnerships: Kevin Durant, Colin Kaepernick, Anna Cockrell

Corporate details are Qloo entity data.

Watch
66.8F / 100
95% of the weighted evidence measured

Why this verdict

F 66.8 is between 62 and 67, 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
0.84
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
0.25
Rank-weighted overlap of the two audiences’ top-50 cultural taste tags.
m3 Cross-domain agreement
0.86
How strongly the target’s audience embraces the buyer audience’s favourite artists, shows, films and podcasts.
m4 Demographic alignment
0.40
Similarity of the two audiences’ age and gender over-index profiles.
m5 Geographic footprint
0.52
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 affinity0.3531.0
Taste-profile overlap0.102.7
Cross-domain agreement0.2018.1
Demographic alignment0.104.2
Geographic footprint0.2010.9
Momentumnot measured–
F66.8

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 Nike’s audience embraces them.

Music0.94
Embraced: 2 Chainz, YG, Juicy J · Least shared: Swishahouse, Flatbush ZOMBiES, UGK
TV0.86
Embraced: Ballers, Men of a Certain Age, Shoresy · Least shared: It's Always Sunny in Philadelphia, Those Who Can't, Workaholics
Film0.84
Embraced: Creed, Coach Carter, Greater · Least shared: Varsity Blues, Major League II, The Pistol: The Birth of a Legend
Podcasts0.81
Embraced: I AM RAPAPORT: STEREO PODCAST, Monday Morning Podcast, The Schaub Show · Least shared: The YoYoYo Podcast w/Martin & Hooter, This Past Weekend w/ Theo Von, George Perez Stories

Taste profile overlap

21 of 79 top taste tags shared.

Both over-index on
Hip Hoprapelectronicfriendrhythm & bluesfriendshipfamily relationshipsfemale protagonist
Buyer only

American, Tortillas, mexican american, los angeles california, European

Nike only

Tataki Atun, Sports, Hotel, love, Restaurant

Audience shape

Los Angeles Dodgers (buyer) Nike
-0.70-0.350.00+0.35+0.70≤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: Nike strong, buyer weak Shared stronghold Other metros
White space

Minneapolis, Louisville, Columbus, Memphis, Cincinnati, Raleigh

Shared strongholds

Boise, Anchorage, Tucson, Albuquerque, Oklahoma City

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

  • The composite score sits above the shortlist average at equal coverage, and Qloo lists the Dodgers as Nike's top driver.

    t3-score.F = 66.84t3-profile.drivers[0].score = 1

  • Two-way aggregate audience affinity is strong and symmetric: Nike's audience over-indexes on the Dodgers at the same level the Dodgers' audience over-indexes on Nike, above the shortlist average.

    t3-m1.value = 0.8401t3-m1.ratio = 1

  • Geographic footprint overlap exceeds the shortlist average across 55 metros, with positive correlation versus a negative shortlist norm.

    t3-m5.value = 0.5168t3-m5.correlation = 0.03361

  • Cross-domain taste agreement beats the shortlist average, led by music, where shared hip hop artists like 2 Chainz show very high aggregate affinity.

    t3-m3.value = 0.8613t3-m3.domains[0].score = 0.9399t3-m3.domains[0].shared[0].affinity = 0.9746

  • Film and podcast domains also run above the shortlist average, with sports-drama titles such as Creed showing strong shared aggregate affinity, which suits athletic co-brand storytelling.

    t3-m3.domains[2].score = 0.8358t3-m3.domains[2].shared[0].affinity = 0.9373t3-m3.domains[3].score = 0.8087

Bear: against, or diligence first

  • Taste-profile overlap trails the shortlist: only 21 shared tags out of 79, and half of the Dodgers audience's top-20 tags (e.g., Mexican American, Los Angeles cultural markers) are absent from Nike's profile, above the shortlist average for missing share.

    t3-m2.value = 0.2525t3-m2.sharedCount = 21t3-m2.buyerTop20MissingShare = 0.5

  • Demographic alignment is the weakest link: the aggregate age/gender profiles point in opposite directions (cosine below the shortlist average), with the biggest gap in the 55-and-older bucket where the Dodgers audience over-indexes and Nike's under-indexes. No code flag was raised, but the committee should diligence which age cohorts a co-brand would target.

    t3-m4.cosine = -0.1978t3-m4.value = 0.4011t3-m4.biggestGap.buyer = 0.33t3-m4.biggestGap.target = -0.59

  • Taste and demographic metrics contribute few composite points, so the composite only modestly beats the shortlist average and leans heavily on two-way affinity.

    t3-score.points.m2 = 2.657t3-score.points.m4 = 4.222

  • Momentum cannot be assessed: Qloo has no trending history for the window, so the composite is built on 0.95 coverage and contributes zero momentum points; trend diligence is needed before committing.

    t3-m6.coverage = 0t3-score.points.m6 = 0

  • TV taste agreement is below the shortlist average, with clashing audience affinity around comedy titles, suggesting media-partner content choices need care.

    t3-m3.domains[1].score = 0.8608

IC memo

Number check passed: 24 number(s), all in the evidence ledger.Written by claude-opus-5-5 (after one repair pass)

Nike: WATCH

Recommendation Nike ranks 2 of 8 with a composite F of 66.8, modestly above the shortlist average. The verdict rule decided it: F 66.8 is between 62 and 67, with no red flags. The case leans heavily on two-way affinity, and taste, demographic and momentum gaps keep it at WATCH.

Where the audiences meet

  • Two-way affinity is strong and symmetric. Nike's audience over-indexes on the Dodgers at 0.84, and the Dodgers' audience over-indexes on Nike at the same level. Both sit above the shortlist average of 0.81. Qloo also lists the Dodgers as Nike's top driver.
  • Cross-domain taste agreement beats the shortlist. It scores 0.86 against 0.84 and is led by music at 0.94. Shared hip hop artists such as 2 Chainz (0.97), YG and Juicy J show very high aggregate affinity.
  • Film and podcasts run above the shortlist. Sports-drama titles such as Creed (0.94) show strong shared affinity, which suits athletic storytelling.
  • Geographic overlap beats the shortlist. It scores 0.52 across 55 metros, above the shortlist average. Correlation is positive, while the shortlist norm is negative.

Risks

  • Taste-profile overlap trails the shortlist. Only 21 of 79 tags are shared. Half of the Dodgers audience's top-20 tags are absent from Nike's profile, including Mexican American and Los Angeles cultural markers.
  • Demographic alignment is the weakest link. The cosine is -0.20, so the two aggregate age/gender profiles point in opposite directions. The biggest gap is in the 55-and-older bucket, where the Dodgers audience over-indexes at 0.33 and Nike's under-indexes at -0.59.
  • Momentum cannot be assessed. Qloo has no trending history for the window ending 2026-10-24. The composite therefore rests on 0.95 coverage, with zero momentum points.
  • TV taste agreement is below the shortlist. Comedy titles such as It's Always Sunny in Philadelphia show clashing affinity, so media-partner content choices need care.

Diligence questions

  • Would a pilot built around Los Angeles and Mexican American cultural markers close the taste-profile gap?
  • Which age cohorts would the co-brand target, given the opposing demographic profiles?
  • How robust is the case if two-way affinity is discounted?
  • What does trend data from outside Qloo show for the momentum window?
  • Which media-partner content avoids the TV comedy clash?

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/insightsok50 taste tag(s)cache
/v2/insightsok25 of 25 candidates scoredcache
/v2/insightsok25 of 25 candidates scoredcache
/v2/insightsok25 of 25 candidates scoredcache
/v2/insightsok25 of 25 candidates scoredcache
/v2/analysis/compareok0 shared catalogue tag(s)cache
/v2/insightsok11306 heatmap cell(s) in United Statescache
Evidence rows (what bull, bear and the judge see)
[
 {
  "id": "t3-flags",
  "label": "Red flags (code rules)",
  "data": {
   "flags": []
  },
  "shortlistAverages": {}
 },
 {
  "id": "t3-m1",
  "label": "m1 Two-way audience affinity",
  "data": {
   "a": 0.8401171499487334,
   "b": 0.8401171499487334,
   "ratio": 1,
   "value": 0.8401171499487334,
   "reverse": [
    {
     "id": "9B8B279C-B777-4293-8121-B8174970B57D",
     "name": "Los Angeles Dodgers",
     "affinity": 0.8401171499487334
    }
   ],
   "coverage": 1
  },
  "shortlistAverages": {
   "a": 0.8058428397073507,
   "b": 0.8058428397073507,
   "ratio": 1,
   "value": 0.8058428397073506
  }
 },
 {
  "id": "t3-m2",
  "label": "m2 Taste-profile overlap",
  "data": {
   "value": 0.25245579567779947,
   "shared": [
    {
     "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:genre:music:electronic",
     "name": "electronic",
     "subtype": "urn:tag:genre:music"
    },
    {
     "id": "urn:tag:keyword:media:friend",
     "name": "friend",
     "subtype": "urn:tag:keyword:media"
    },
    {
     "id": "urn:tag:genre:music:rhythm_blues",
     "name": "rhythm & blues",
     "subtype": "urn:tag:genre:music"
    },
    {
     "id": "urn:tag:keyword:media:friendship",
     "name": "friendship",
     "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:female_protagonist",
     "name": "female protagonist",
     "subtype": "urn:tag:keyword:media"
    }
   ],
   "coverage": 1,
   "buyerOnly": [
    {
     "id": "urn:tag:genre:place:restaurant:american",
     "name": "American",
     "subtype": "urn:tag:genre:place"
    },
    {
     "id": "urn:tag:specialty_dish:place:tortillas",
     "name": "Tortillas",
     "subtype": "urn:tag:specialty_dish:place"
    },
    {
     "id": "urn:tag:keyword:media:mexican_american",
     "name": "mexican american",
     "subtype": "urn:tag:keyword:media"
    },
    {
     "id": "urn:tag:keyword:media:los_angeles_california",
     "name": "los angeles california",
     "subtype": "urn:tag:keyword:media"
    },
    {
     "id": "urn:tag:genre:place:restaurant:european",
     "name": "European",
     "subtype": "urn:tag:genre:place"
    }
   ],
   "targetOnly": [
    {
     "id": "urn:tag:specialty_dish:place:tataki_atun",
     "name": "Tataki Atun",
     "subtype": "urn:tag:specialty_dish:place"
    },
    {
     "id": "urn:tag:genre:media:sports",
     "name": "Sports",
     "subtype": "urn:tag:genre:media"
    },
    {
     "id": "urn:tag:genre:place:hotel",
     "name": "Hotel",
     "subtype": "urn:tag:genre:place"
    },
    {
     "id": "urn:tag:keyword:media:love",
     "name": "love",
     "subtype": "urn:tag:keyword:media"
    },
    {
     "id": "urn:tag:genre:place:restaurant",
     "name": "Restaurant",
     "subtype": "urn:tag:genre:place"
    }
   ],
   "unionCount": 79,
   "sharedCount": 21,
   "buyerTop20MissingShare": 0.5
  },
  "shortlistAverages": {
   "value": 0.26208447790247186,
   "sharedCount": 21.75,
   "buyerTop20MissingShare": 0.475
  }
 },
 {
  "id": "t3-m3",
  "label": "m3 Cross-domain agreement",
  "data": {
   "value": 0.8613082846914091,
   "domains": [
    {
     "type": "urn:entity:artist",
     "clash": [
      {
       "name": "Swishahouse",
       "affinity": 0.8915473570984986
      },
      {
       "name": "Flatbush ZOMBiES",
       "affinity": 0.9139531723832439
      },
      {
       "name": "UGK",
       "affinity": 0.9145956940932306
      }
     ],
     "label": "Music",
     "score": 0.9399067456829077,
     "shared": [
      {
       "name": "2 Chainz",
       "affinity": 0.9745987963400965
      },
      {
       "name": "YG",
       "affinity": 0.9684767793751216
      },
      {
       "name": "Juicy J",
       "affinity": 0.9629709649769101
      }
     ],
     "expected": 25,
     "returned": 25
    },
    {
     "type": "urn:entity:tv_show",
     "clash": [
      {
       "name": "It's Always Sunny in Philadelphia",
       "affinity": 0.8232703719074099
      },
      {
       "name": "Those Who Can't",
       "affinity": 0.8322174139171615
      },
      {
       "name": "Workaholics",
       "affinity": 0.8364022548367158
      }
     ],
     "label": "TV",
     "score": 0.860777644229932,
     "shared": [
      {
       "name": "Ballers",
       "affinity": 0.9166090105148468
      },
      {
       "name": "Men of a Certain Age",
       "affinity": 0.8940889515787317
      },
      {
       "name": "Shoresy",
       "affinity": 0.8885420566179271
      }
     ],
     "expected": 25,
     "returned": 25
    },
    {
     "type": "urn:entity:movie",
     "clash": [
      {
       "name": "Varsity Blues",
       "affinity": 0.7875458709035209
      },
      {
       "name": "Major League II",
       "affinity": 0.7882609514525489
      },
      {
       "name": "The Pistol: The Birth of a Legend",
       "affinity": 0.7977587740903648
      }
     ],
     "label": "Film",
     "score": 0.8358129741971762,
     "shared": [
      {
       "name": "Creed",
       "affinity": 0.9372771980908613
      },
      {
       "name": "Coach Carter",
       "affinity": 0.8734790194053572
      },
      {
       "name": "Greater",
       "affinity": 0.8678071241678725
      }
     ],
     "expected": 25,
     "returned": 25
    },
    {
     "type": "urn:entity:podcast",
     "clash": [
      {
       "name": "The YoYoYo Podcast w/Martin & Hooter",
       "affinity": 0.7664522582900946
      },
      {
       "name": "This Past Weekend w/ Theo Von",
       "affinity": 0.7718686398021805
      },
      {
       "name": "George Perez Stories",
       "affinity": 0.776063738300595
      }
     ],
     "label": "Podcasts",
     "score": 0.8087357746556206,
     "shared": [
      {
       "name": "I AM RAPAPORT: STEREO PODCAST",
       "affinity": 0.9037796850057161
      },
      {
       "name": "Monday Morning Podcast",
       "affinity": 0.8498849826838932
      },
      {
       "name": "The Schaub Show",
       "affinity": 0.847893704303929
      }
     ],
     "expected": 25,
     "returned": 25
    }
   ],
   "coverage": 1
  },
  "shortlistAverages": {
   "value": 0.8441854633559238,
   "domains[0].score": 0.8794888506674802,
   "domains[1].score": 0.8836269856142132,
   "domains[2].score": 0.8086589764417401,
   "domains[3].score": 0.804967040700262
  }
 },
 {
  "id": "t3-m4",
  "label": "m4 Demographic alignment",
  "data": {
   "buyer": {
    "male": 0.21,
    "female": -0.21,
    "25_to_29": -0.1,
    "30_to_34": -0.7000000000000001,
    "35_to_44": -0.53,
    "45_to_54": 0.22,
    "55_and_older": 0.33,
    "24_and_younger": 0.36
   },
   "value": 0.4010778605928336,
   "cosine": -0.19784427881433272,
   "target": {
    "male": 0.32,
    "female": -0.32,
    "25_to_29": 0.18,
    "30_to_34": 0.12,
    "35_to_44": 0.07,
    "45_to_54": -0.51,
    "55_and_older": -0.59,
    "24_and_younger": 0.29
   },
   "coverage": 1,
   "biggestGap": {
    "buyer": 0.33,
    "bucket": "55_and_older",
    "target": -0.59
   }
  },
  "shortlistAverages": {
   "value": 0.5129090961869054,
   "cosine": 0.02581819237381071
  }
 },
 {
  "id": "t3-m5",
  "label": "m5 Geographic footprint",
  "data": {
   "value": 0.51680509414884,
   "coverage": 1,
   "metroCount": 55,
   "whiteSpace": [
    {
     "lat": 44.9778,
     "lon": -93.265,
     "buyer": 0.8241633733063134,
     "metro": "Minneapolis",
     "target": 0.9940951613683907,
     "buyerRel": -0.03961269569810533,
     "targetRel": 0.130319092363972
    },
    {
     "lat": 38.2527,
     "lon": -85.7585,
     "buyer": 0.8065839559632366,
     "metro": "Louisville",
     "target": 0.9900676939699086,
     "buyerRel": -0.05332035817189362,
     "targetRel": 0.13016337983477833
    },
    {
     "lat": 39.9612,
     "lon": -82.9988,
     "buyer": 0.7648850999435347,
     "metro": "Columbus",
     "target": 0.9933007917900906,
     "buyerRel": -0.10683239883722706,
     "targetRel": 0.1215832930093288
    },
    {
     "lat": 35.1495,
     "lon": -90.049,
     "buyer": 0.7888971113234295,
     "metro": "Memphis",
     "target": 0.98991985345953,
     "buyerRel": -0.08388905580876516,
     "targetRel": 0.11713368632733534
    },
    {
     "lat": 39.1031,
     "lon": -84.512,
     "buyer": 0.8392353096278538,
     "metro": "Cincinnati",
     "target": 0.99370361130301,
     "buyerRel": -0.048978758176842496,
     "targetRel": 0.10548954349831374
    },
    {
     "lat": 35.7796,
     "lon": -78.6382,
     "buyer": 0.8551836508424834,
     "metro": "Raleigh",
     "target": 0.9958478952518856,
     "buyerRel": -0.03524966789571138,
     "targetRel": 0.1054145765136908
    }
   ],
   "correlation": 0.03361018829767999,
   "strongholds": [
    {
     "lat": 43.615,
     "lon": -116.2023,
     "buyer": 0.9088359603274305,
     "metro": "Boise",
     "target": 0.9749606382511943,
     "buyerRel": 0.08757333791546484,
     "targetRel": 0.1536980158392286
    },
    {
     "lat": 61.2181,
     "lon": -149.9003,
     "buyer": 0.8499582220228651,
     "metro": "Anchorage",
     "target": 0.9780272342692001,
     "buyerRel": 0.047812276744295,
     "targetRel": 0.17588128899063005
    },
    {
     "lat": 32.2226,
     "lon": -110.9747,
     "buyer": 0.9663896768709499,
     "metro": "Tucson",
     "target": 0.9875782678893517,
     "buyerRel": 0.09608621357675451,
     "targetRel": 0.11727480459515627
    },
    {
     "lat": 35.0844,
     "lon": -106.6504,
     "buyer": 0.9706899894380029,
     "metro": "Albuquerque",
     "target": 0.9861741584224529,
     "buyerRel": 0.09551623700885659,
     "targetRel": 0.11100040599330663
    },
    {
     "lat": 35.4676,
     "lon": -97.5164,
     "buyer": 0.9157176737693803,
     "metro": "Oklahoma City",
     "target": 0.9922630385171581,
     "buyerRel": 0.032889662529978936,
     "targetRel": 0.10943502727775678
    }
   ],
   "whiteSpaceCount": 6,
   "relativeToCohort": true
  },
  "shortlistAverages": {
   "value": 0.43391156033354505,
   "correlation": -0.13217687933290995
  }
 },
 {
  "id": "t3-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": "t3-profile",
  "label": "Qloo entity profile: Nike",
  "data": {
   "name": "Nike",
   "drivers": [
    {
     "name": "Los Angeles Dodgers",
     "score": 1
    }
   ],
   "ownership": "independent",
   "keyMarkets": [
    "North America",
    "Europe",
    "Greater China",
    "Asia Pacific",
    "Latin America"
   ],
   "popularity": 0.9999915241307996,
   "screenRank": 3,
   "foundedYear": 1964,
   "priceRangeUsd": [
    25,
    300
   ],
   "ultimateParent": "Nike, Inc.",
   "forwardAffinity": 0.8401171499487334,
   "competitorBrands": [
    "Adidas",
    "Puma",
    "Under Armour",
    "New Balance",
    "Reebok"
   ],
   "sharedCategories": [],
   "knownPartnerships": [
    "Kevin Durant",
    "Colin Kaepernick",
    "Anna Cockrell",
    "Daryl Homer",
    "Saroya Tinker"
   ],
   "marketPositioning": "Market-leading athletic brand providing high-performance gear across a wide range of price points for professional and amateur athletes."
  },
  "shortlistAverages": {}
 },
 {
  "id": "t3-score",
  "label": "Composite score",
  "data": {
   "F": 66.84389935549156,
   "points": {
    "m1": 30.951684471795442,
    "m2": 2.657429428187363,
    "m3": 18.13280599350335,
    "m4": 4.22187221676667,
    "m5": 10.880107245238738,
    "m6": 0
   },
   "coverage": 0.95
  },
  "shortlistAverages": {
   "F": 64.75407958362149,
   "coverage": 0.9500000000000001
  }
 }
]