Licensing / co-brand · Los Angeles Dodgers → target #8 of 8
Lululemon
Premium athletic apparel brand for active individuals, positioned at the intersection of technical performance and everyday comfort.
Founded 1998 · Parent: Lululemon Athletica Inc. · Competes with Nike, Alo Yoga, Athleta, Gymshark · Partnerships: Team Canada Olympic Committee
Corporate details are Qloo entity data.
Pass
60.6F / 100
95% of the weighted evidence measured
Why this verdict
F 60.6 < 62 and unmitigated red flag(s): DEMOGRAPHIC_MISMATCH.
- DEMOGRAPHIC_MISMATCH: m4 < 0.35 (observed m4 0.23)
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
0.76
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
0.17
Rank-weighted overlap of the two audiences’ top-50 cultural taste tags.
m3 Cross-domain agreement
0.80
How strongly the target’s audience embraces the buyer audience’s favourite artists, shows, films and podcasts.
m4 Demographic alignment
0.23
Similarity of the two audiences’ age and gender over-index profiles.
m5 Geographic footprint
0.54
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).
| Metric | Weight | Points |
|---|---|---|
| Two-way audience affinity | 0.35 | 28.0 |
| Taste-profile overlap | 0.10 | 1.8 |
| Cross-domain agreement | 0.20 | 16.9 |
| Demographic alignment | 0.10 | 2.4 |
| Geographic footprint | 0.20 | 11.5 |
| Momentum | not measured | – |
| F | 60.6 |
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 Lululemon’s audience embraces them.
Music0.81
Embraced: Meek Mill, Berner, Problem · Least shared: UGK, Swishahouse, Freddie Gibbs
TV0.88
Embraced: Men of a Certain Age, Brockmire, Burning Love · Least shared: Trailer Park Boys, Eastbound & Down, It's Always Sunny in Philadelphia
Film0.79
Embraced: Moneyball, Coach Carter, Greater · Least shared: Varsity Blues, Major League II, Draft Day
Podcasts0.73
Embraced: The Pete and Sebastian Show, TigerBelly, This Past Weekend w/ Theo Von · Least shared: Lee Syatt: What Was I Thinking?, The Church of What's Happening Now: The New Testament, Tom Segura En Español
Taste profile overlap
18 of 82 top taste tags shared.
Both over-index on
friendshipfriendfamily relationshipsEuropeanfemale protagonistteenage boyrockteenager
Buyer only
Hip Hop, Tortillas, mexican american, rap, african american
Lululemon only
Salad, Self Help, Restaurant, best friend, Steak
Audience shape
Los Angeles Dodgers (buyer) Lululemon
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: Lululemon strong, buyer weak Shared stronghold Other metros
White space
Minneapolis, Louisville, Columbus, Kansas City, Memphis, Cincinnati
Shared strongholds
Boise, Anchorage, Tucson, Albuquerque, Oklahoma City
Bull vs bear
8 of 9 claims survived the judge; 1 rejected for citing numbers not in the ledger or misreading them.Bull: for the deal
On the target side, Qloo's entity profile lists the Los Angeles Dodgers as Lululemon's top driver with a score of 1, and Lululemon's aggregate popularity is very high.
t8-profile.drivers[0].score = 1t8-profile.popularity = 0.9955Two-way audience affinity is perfectly symmetric, with a ratio of 1 that matches the shortlist average. Neither side's audience leans on the other more.
t8-m1.ratio = 1The two audiences share strongholds across 55 metros. In Albuquerque, for example, both the Dodgers audience and the Lululemon audience over-index relative to the cohort.
t8-m5.metroCount = 55t8-m5.strongholds[3].buyerRel = 0.09552t8-m5.strongholds[3].targetRel = 0.1106Geographic footprint is a relative strength: the m5 score sits above the shortlist average, and the buyer and target metro affinity patterns are positively correlated where the shortlist average is negative.
t8-m5.value = 0.5442t8-m5.correlation = 0.08844
Bear: against, or diligence first
The code raised DEMOGRAPHIC_MISMATCH: demographic alignment is 0.2264 against a shortlist average of 0.5129, and the age/gender cosine is negative at -0.5472. In aggregate, the Dodgers audience skews male (0.21) while Lululemon's skews female (0.58), so a co-brand risks addressing two different audience profiles.
DEMOGRAPHIC_MISMATCHt8-m4.value = 0.2264t8-m4.cosine = -0.5472t8-m4.buyer.male = 0.21t8-m4.target.female = 0.58Cross-domain agreement of 0.8028 is below the shortlist average, with music especially weak (0.8096 versus 0.8795). Momentum has no data (coverage 0), so diligence on trend direction is needed before committing.
t8-m3.value = 0.8028t8-m3.domains[0].score = 0.8096t8-m6.coverage = 0The age gaps are wide. The biggest gap is in the 55-and-older bucket, where the buyer audience over-indexes at 0.33 and the target under-indexes at -0.63. The pattern reverses at 30-34, with the buyer at -0.7 and the target at 0.05.
t8-m4.biggestGap.buyer = 0.33t8-m4.biggestGap.target = -0.63t8-m4.buyer.30_to_34 = -0.7Taste-profile overlap is thin at 0.1724, below the shortlist average of 0.2621. Also, 0.55 of the buyer's top-20 taste tags are missing from the target's profile, which is worse than the shortlist average of 0.475.
t8-m2.value = 0.1724t8-m2.buyerTop20MissingShare = 0.55t8-m2.shortlistAverages.value = 0.2621Rejected by the judge: "shortlistAverages.value" does not resolve to a number in t8-m2
Two-way audience affinity is 0.7611, below the shortlist average of 0.8058. The composite score of 60.6 also trails the shortlist average of 64.75, so this pairing is a below-average candidate.
t8-m1.value = 0.7611t8-score.F = 60.6
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 | 25 of 25 candidates scored | cache | |
| /v2/insights | ok | 25 profile(s) | cache | |
| /v2/insights | ok | 25 recommended podcast(s) | cache | |
| /v2/insights | ok | 50 taste tag(s) | cache | |
| /v2/insights | ok | 25 recommended tv_show(s) | cache | |
| /v2/insights | ok | demographics for 9 of 9 entities | cache | |
| /v2/insights | ok | 25 recommended artist(s) | cache | |
| /v2/insights | ok | 25 recommended movie(s) | cache | |
| /v2/insights | ok | 7800 heatmap cell(s) in United States | cache | |
| /v2/trending | empty | 0 trend point(s) | cache | |
| /v2/trending | empty | 0 trend point(s) | cache | |
| /v2/trending | empty | 0 trend point(s) | cache | |
| /v2/trending | empty | 0 trend point(s) | cache | |
| /v2/trending | empty | 0 trend point(s) | cache | |
| /v2/trending | empty | 0 trend point(s) | cache | |
| /v2/trending | empty | 0 trend point(s) | cache | |
| /v2/trending | empty | 0 trend point(s) | cache | |
| /v2/trending | empty | 0 trend point(s) | cache | |
| /v2/insights | ok | 1 of 1 candidates scored | cache | |
| /v2/insights | ok | 25 of 25 candidates scored | cache | |
| /v2/insights | ok | 50 taste tag(s) | cache | |
| /v2/insights | ok | 25 of 25 candidates scored | cache | |
| /v2/insights | ok | 25 of 25 candidates scored | cache | |
| /v2/insights | ok | 25 of 25 candidates scored | cache | |
| /v2/analysis/compare | ok | 0 shared catalogue tag(s) | cache | |
| /v2/insights | ok | 10474 heatmap cell(s) in United States | cache |
Evidence rows (what bull, bear and the judge see)
[
{
"id": "t8-flags",
"label": "Red flags (code rules)",
"data": {
"flags": [
{
"m4": 0.2263827208148737,
"flag": "DEMOGRAPHIC_MISMATCH",
"rule": "m4 < 0.35"
}
]
},
"shortlistAverages": {}
},
{
"id": "t8-m1",
"label": "m1 Two-way audience affinity",
"data": {
"a": 0.761058580989631,
"b": 0.761058580989631,
"ratio": 1,
"value": 0.7610585809896309,
"reverse": [
{
"id": "9B8B279C-B777-4293-8121-B8174970B57D",
"name": "Los Angeles Dodgers",
"affinity": 0.761058580989631
}
],
"coverage": 1
},
"shortlistAverages": {
"a": 0.8058428397073507,
"b": 0.8058428397073507,
"ratio": 1,
"value": 0.8058428397073506
}
},
{
"id": "t8-m2",
"label": "m2 Taste-profile overlap",
"data": {
"value": 0.17241379310344832,
"shared": [
{
"id": "urn:tag:keyword:media:friendship",
"name": "friendship",
"subtype": "urn:tag:keyword:media"
},
{
"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:genre:place:restaurant:european",
"name": "European",
"subtype": "urn:tag:genre:place"
},
{
"id": "urn:tag:keyword:media:female_protagonist",
"name": "female protagonist",
"subtype": "urn:tag:keyword:media"
},
{
"id": "urn:tag:keyword:media:teenage_boy",
"name": "teenage boy",
"subtype": "urn:tag:keyword:media"
},
{
"id": "urn:tag:genre:music:rock",
"name": "rock",
"subtype": "urn:tag:genre:music"
},
{
"id": "urn:tag:keyword:media:teenager",
"name": "teenager",
"subtype": "urn:tag:keyword:media"
}
],
"coverage": 1,
"buyerOnly": [
{
"id": "urn:tag:genre:music:hip_hop",
"name": "Hip Hop",
"subtype": "urn:tag:genre:music"
},
{
"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:genre:music:rap",
"name": "rap",
"subtype": "urn:tag:genre:music"
},
{
"id": "urn:tag:keyword:media:african_american",
"name": "african american",
"subtype": "urn:tag:keyword:media"
}
],
"targetOnly": [
{
"id": "urn:tag:specialty_dish:place:salad",
"name": "Salad",
"subtype": "urn:tag:specialty_dish:place"
},
{
"id": "urn:tag:genre:media:self_help",
"name": "Self Help",
"subtype": "urn:tag:genre:media"
},
{
"id": "urn:tag:genre:place:restaurant",
"name": "Restaurant",
"subtype": "urn:tag:genre:place"
},
{
"id": "urn:tag:keyword:media:best_friend",
"name": "best friend",
"subtype": "urn:tag:keyword:media"
},
{
"id": "urn:tag:specialty_dish:place:steak",
"name": "Steak",
"subtype": "urn:tag:specialty_dish:place"
}
],
"unionCount": 82,
"sharedCount": 18,
"buyerTop20MissingShare": 0.55
},
"shortlistAverages": {
"value": 0.26208447790247186,
"sharedCount": 21.75,
"buyerTop20MissingShare": 0.475
}
},
{
"id": "t8-m3",
"label": "m3 Cross-domain agreement",
"data": {
"value": 0.8028107007995859,
"domains": [
{
"type": "urn:entity:artist",
"clash": [
{
"name": "UGK",
"affinity": 0.760592301311241
},
{
"name": "Swishahouse",
"affinity": 0.7728832135448468
},
{
"name": "Freddie Gibbs",
"affinity": 0.7804099774338704
}
],
"label": "Music",
"score": 0.8095783050068048,
"shared": [
{
"name": "Meek Mill",
"affinity": 0.8400814649639254
},
{
"name": "Berner",
"affinity": 0.8350629475421727
},
{
"name": "Problem",
"affinity": 0.8322438445805976
}
],
"expected": 25,
"returned": 25
},
{
"type": "urn:entity:tv_show",
"clash": [
{
"name": "Trailer Park Boys",
"affinity": 0.8391600841938527
},
{
"name": "Eastbound & Down",
"affinity": 0.8489704547820758
},
{
"name": "It's Always Sunny in Philadelphia",
"affinity": 0.8534870978023952
}
],
"label": "TV",
"score": 0.8796312152380669,
"shared": [
{
"name": "Men of a Certain Age",
"affinity": 0.9053135998287022
},
{
"name": "Brockmire",
"affinity": 0.9040059203587596
},
{
"name": "Burning Love",
"affinity": 0.8976486779190948
}
],
"expected": 25,
"returned": 25
},
{
"type": "urn:entity:movie",
"clash": [
{
"name": "Varsity Blues",
"affinity": 0.7460865728847489
},
{
"name": "Major League II",
"affinity": 0.747916816428722
},
{
"name": "Draft Day",
"affinity": 0.7659794400391761
}
],
"label": "Film",
"score": 0.7932612515440417,
"shared": [
{
"name": "Moneyball",
"affinity": 0.8347803996401741
},
{
"name": "Coach Carter",
"affinity": 0.8288766038067786
},
{
"name": "Greater",
"affinity": 0.8230322476243012
}
],
"expected": 25,
"returned": 25
},
{
"type": "urn:entity:podcast",
"clash": [
{
"name": "Lee Syatt: What Was I Thinking?",
"affinity": 0.6877972789216595
},
{
"name": "The Church of What's Happening Now: The New Testament",
"affinity": 0.6966835465448443
},
{
"name": "Tom Segura En Español",
"affinity": 0.6983715028717042
}
],
"label": "Podcasts",
"score": 0.7287720314094304,
"shared": [
{
"name": "The Pete and Sebastian Show",
"affinity": 0.7926326373116871
},
{
"name": "TigerBelly",
"affinity": 0.7684256351007466
},
{
"name": "This Past Weekend w/ Theo Von",
"affinity": 0.7677187119611301
}
],
"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": "t8-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": 0.2263827208148737,
"cosine": -0.5472345583702526,
"target": {
"male": -0.58,
"female": 0.58,
"25_to_29": -0.06,
"30_to_34": 0.05,
"35_to_44": 0.22,
"45_to_54": -0.56,
"55_and_older": -0.63,
"24_and_younger": 0.04
},
"coverage": 1,
"biggestGap": {
"buyer": 0.33,
"bucket": "55_and_older",
"target": -0.63
}
},
"shortlistAverages": {
"value": 0.5129090961869054,
"cosine": 0.02581819237381071
}
},
{
"id": "t8-m5",
"label": "m5 Geographic footprint",
"data": {
"value": 0.5442219610534734,
"coverage": 1,
"metroCount": 55,
"whiteSpace": [
{
"lat": 44.9778,
"lon": -93.265,
"buyer": 0.8241633733063134,
"metro": "Minneapolis",
"target": 0.9980653279305846,
"buyerRel": -0.03961269569810533,
"targetRel": 0.13428925892616583
},
{
"lat": 38.2527,
"lon": -85.7585,
"buyer": 0.8065839559632366,
"metro": "Louisville",
"target": 0.989377484527572,
"buyerRel": -0.05332035817189362,
"targetRel": 0.12947317039244177
},
{
"lat": 39.9612,
"lon": -82.9988,
"buyer": 0.7648850999435347,
"metro": "Columbus",
"target": 0.9918795353613543,
"buyerRel": -0.10683239883722706,
"targetRel": 0.12016203658059255
},
{
"lat": 39.0997,
"lon": -94.5786,
"buyer": 0.8635197516977453,
"metro": "Kansas City",
"target": 0.9935465126514098,
"buyerRel": -0.023705731688706377,
"targetRel": 0.10632102926495812
},
{
"lat": 35.1495,
"lon": -90.049,
"buyer": 0.7888971113234295,
"metro": "Memphis",
"target": 0.9790743675972499,
"buyerRel": -0.08388905580876516,
"targetRel": 0.10628820046505516
},
{
"lat": 39.1031,
"lon": -84.512,
"buyer": 0.8392353096278538,
"metro": "Cincinnati",
"target": 0.9938110711037792,
"buyerRel": -0.048978758176842496,
"targetRel": 0.10559700329908295
}
],
"correlation": 0.08844392210694685,
"strongholds": [
{
"lat": 43.615,
"lon": -116.2023,
"buyer": 0.9088359603274305,
"metro": "Boise",
"target": 0.9866631543901055,
"buyerRel": 0.08757333791546484,
"targetRel": 0.16540053197813986
},
{
"lat": 61.2181,
"lon": -149.9003,
"buyer": 0.8499582220228651,
"metro": "Anchorage",
"target": 0.9912790319144479,
"buyerRel": 0.047812276744295,
"targetRel": 0.1891330866358778
},
{
"lat": 32.2226,
"lon": -110.9747,
"buyer": 0.9663896768709499,
"metro": "Tucson",
"target": 0.991801218719036,
"buyerRel": 0.09608621357675451,
"targetRel": 0.12149775542484065
},
{
"lat": 35.0844,
"lon": -106.6504,
"buyer": 0.9706899894380029,
"metro": "Albuquerque",
"target": 0.9857567139862795,
"buyerRel": 0.09551623700885659,
"targetRel": 0.11058296155713321
},
{
"lat": 35.4676,
"lon": -97.5164,
"buyer": 0.9157176737693803,
"metro": "Oklahoma City",
"target": 0.9963034148067628,
"buyerRel": 0.032889662529978936,
"targetRel": 0.11347540356736141
}
],
"whiteSpaceCount": 6,
"relativeToCohort": true
},
"shortlistAverages": {
"value": 0.43391156033354505,
"correlation": -0.13217687933290995
}
},
{
"id": "t8-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": "t8-profile",
"label": "Qloo entity profile: Lululemon",
"data": {
"name": "Lululemon",
"drivers": [
{
"name": "Los Angeles Dodgers",
"score": 1
}
],
"ownership": "independent",
"keyMarkets": [
"Canada",
"United States",
"China",
"Australia",
"United Kingdom"
],
"popularity": 0.9955416928005967,
"screenRank": 8,
"foundedYear": 1998,
"priceRangeUsd": [
30,
250
],
"ultimateParent": "Lululemon Athletica Inc.",
"forwardAffinity": 0.761058580989631,
"competitorBrands": [
"Nike",
"Alo Yoga",
"Athleta",
"Gymshark",
"Under Armour"
],
"sharedCategories": [],
"knownPartnerships": [
"Team Canada Olympic Committee"
],
"marketPositioning": "Premium athletic apparel brand for active individuals, positioned at the intersection of technical performance and everyday comfort."
},
"shortlistAverages": {}
},
{
"id": "t8-score",
"label": "Composite score",
"data": {
"F": 60.595440748296305,
"points": {
"m1": 28.03900035224956,
"m2": 1.814882032667877,
"m3": 16.901277911570233,
"m4": 2.382976008577618,
"m5": 11.45730444323102,
"m6": 0
},
"coverage": 0.95
},
"shortlistAverages": {
"F": 64.75407958362149,
"coverage": 0.9500000000000001
}
}
]