Licensing / co-brand · Los Angeles Dodgers → target #7 of 8
Adidas
Premium global athletic brand offering performance and lifestyle products for both athletes and casual consumers.
Founded 1924 · Parent: Adidas AG · Competes with Nike, Puma, Under Armour, Reebok · Partnerships: Kanye West, Pharrell Williams, FIFA
Corporate details are Qloo entity data.
Why this verdict
F 61.8 < 62.
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 | 29.0 |
| Taste-profile overlap | 0.10 | 2.2 |
| Cross-domain agreement | 0.20 | 17.8 |
| Demographic alignment | 0.10 | 4.1 |
| Geographic footprint | 0.20 | 8.6 |
| Momentum | not measured | – |
| F | 61.8 |
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 Adidas’s audience embraces them.
Taste profile overlap
20 of 80 top taste tags shared.
American, Tortillas, mexican american, los angeles california, african american
Hotel, Sports, Pudim, argentina, violence
Audience shape
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
Minneapolis, Columbus, Milwaukee, Hartford, Raleigh, Providence, St. Louis, Baltimore
Anchorage, Portland
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 code raised no red flags for this pairing, and the data coverage behind the composite score equals the shortlist average.
t5-score.coverage = 0.95Cross-domain taste agreement is above the shortlist average: the two audiences' aggregate affinities line up across music, TV, film and podcasts.
t5-m3.value = 0.8467Audience affinity is perfectly symmetric (ratio 1, matching the shortlist average), so neither side's audience dominates the pairing.
t5-m1.ratio = 1Film and podcast agreement both sit above shortlist averages. Shared aggregate affinity for sports dramas like Creed fits an athletic licensing story.
t5-m3.domains[2].score = 0.8121t5-m3.domains[3].score = 0.8083t5-m3.domains[2].shared[0].affinity = 0.8825Music is the strongest shared lane, scoring above the shortlist average. The overlapping audience over-indexes on hip hop artists such as 2 Chainz and YG, a natural creative platform for co-branded apparel.
t5-m3.domains[0].score = 0.897t5-m3.domains[0].shared[0].affinity = 0.9363
Bear: against, or diligence first
Momentum is unobservable: Qloo has no trending history for the window, contributing zero points, so the committee cannot assess whether aggregate affinity is rising or fading before committing.
t5-m6.coverage = 0t5-score.points.m6 = 0Taste-profile overlap trails the shortlist: only 20 shared tags out of a union of 80, and 55% of the Dodgers' top-20 taste tags are missing from Adidas's profile (worse than the 0.475 average), including LA and Mexican-American cultural markers central to the club's identity.
t5-m2.value = 0.2114t5-m2.sharedCount = 20t5-m2.buyerTop20MissingShare = 0.55The composite score sits below the shortlist average, and two-way audience affinity, the largest point contributor, is also below average, so the headline fit is not best-in-class.
t5-score.F = 61.78t5-m1.value = 0.7876Demographic alignment is the weakest link: the aggregate age-gender profiles point in opposite directions (negative cosine vs a slightly positive shortlist average), with the Dodgers audience over-indexing on 55-and-older while Adidas's audience under-indexes there. No flag was raised by code, but the committee should diligence which age cohort a co-branded line would actually target.
t5-m4.cosine = -0.2138t5-m4.value = 0.3931t5-m4.biggestGap.target = -0.58Geographic footprints are slightly anti-correlated across 55 metros, more so than the shortlist average, with 11 white-space metros where Adidas audience affinity is relatively strong but Dodgers affinity is below cohort (e.g., Columbus).
t5-m5.correlation = -0.1859t5-m5.value = 0.4071t5-m5.whiteSpace[1].buyerRel = -0.1068
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 | 50 taste tag(s) | cache | |
| /v2/insights | ok | 1 of 1 candidates scored | 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/insights | ok | 25 of 25 candidates scored | cache | |
| /v2/analysis/compare | ok | 0 shared catalogue tag(s) | cache | |
| /v2/insights | ok | 9366 heatmap cell(s) in United States | cache |
Evidence rows (what bull, bear and the judge see)
[
{
"id": "t5-flags",
"label": "Red flags (code rules)",
"data": {
"flags": []
},
"shortlistAverages": {}
},
{
"id": "t5-m1",
"label": "m1 Two-way audience affinity",
"data": {
"a": 0.7875723024782287,
"b": 0.7875723024782287,
"ratio": 1,
"value": 0.7875723024782287,
"reverse": [
{
"id": "9B8B279C-B777-4293-8121-B8174970B57D",
"name": "Los Angeles Dodgers",
"affinity": 0.7875723024782287
}
],
"coverage": 1
},
"shortlistAverages": {
"a": 0.8058428397073507,
"b": 0.8058428397073507,
"ratio": 1,
"value": 0.8058428397073506
}
},
{
"id": "t5-m2",
"label": "m2 Taste-profile overlap",
"data": {
"value": 0.2114014251781472,
"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:keyword:media:friendship",
"name": "friendship",
"subtype": "urn:tag:keyword:media"
},
{
"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:rock",
"name": "rock",
"subtype": "urn:tag:genre:music"
},
{
"id": "urn:tag:keyword:media:female_protagonist",
"name": "female protagonist",
"subtype": "urn:tag:keyword:media"
},
{
"id": "urn:tag:genre:music:trap",
"name": "trap",
"subtype": "urn:tag:genre:music"
}
],
"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:keyword:media:african_american",
"name": "african american",
"subtype": "urn:tag:keyword:media"
}
],
"targetOnly": [
{
"id": "urn:tag:genre:place:hotel",
"name": "Hotel",
"subtype": "urn:tag:genre:place"
},
{
"id": "urn:tag:genre:media:sports",
"name": "Sports",
"subtype": "urn:tag:genre:media"
},
{
"id": "urn:tag:specialty_dish:place:pudim",
"name": "Pudim",
"subtype": "urn:tag:specialty_dish:place"
},
{
"id": "urn:tag:genre:music:argentina",
"name": "argentina",
"subtype": "urn:tag:genre:music"
},
{
"id": "urn:tag:keyword:media:violence",
"name": "violence",
"subtype": "urn:tag:keyword:media"
}
],
"unionCount": 80,
"sharedCount": 20,
"buyerTop20MissingShare": 0.55
},
"shortlistAverages": {
"value": 0.26208447790247186,
"sharedCount": 21.75,
"buyerTop20MissingShare": 0.475
}
},
{
"id": "t5-m3",
"label": "m3 Cross-domain agreement",
"data": {
"value": 0.8467495139670727,
"domains": [
{
"type": "urn:entity:artist",
"clash": [
{
"name": "Swishahouse",
"affinity": 0.836014538179944
},
{
"name": "UGK",
"affinity": 0.8595218406261071
},
{
"name": "Flatbush ZOMBiES",
"affinity": 0.8678708345393322
}
],
"label": "Music",
"score": 0.8970272499035735,
"shared": [
{
"name": "2 Chainz",
"affinity": 0.9363433486391448
},
{
"name": "YG",
"affinity": 0.9332553529753765
},
{
"name": "Meek Mill",
"affinity": 0.9256010160087763
}
],
"expected": 25,
"returned": 25
},
{
"type": "urn:entity:tv_show",
"clash": [
{
"name": "It's Always Sunny in Philadelphia",
"affinity": 0.8310886357054135
},
{
"name": "Arrested Development",
"affinity": 0.8433822066427797
},
{
"name": "Those Who Can't",
"affinity": 0.8470180901211862
}
],
"label": "TV",
"score": 0.8696216975677619,
"shared": [
{
"name": "Ballers",
"affinity": 0.9235706002966177
},
{
"name": "Men of a Certain Age",
"affinity": 0.9054268327459333
},
{
"name": "The Righteous Gemstones",
"affinity": 0.8980896537463833
}
],
"expected": 25,
"returned": 25
},
{
"type": "urn:entity:movie",
"clash": [
{
"name": "Varsity Blues",
"affinity": 0.7566331061012596
},
{
"name": "Major League II",
"affinity": 0.7609138714210616
},
{
"name": "Hoosiers",
"affinity": 0.7651177411130956
}
],
"label": "Film",
"score": 0.8120752000687321,
"shared": [
{
"name": "Creed",
"affinity": 0.8824870965182161
},
{
"name": "Coach Carter",
"affinity": 0.8614603444426124
},
{
"name": "Greater",
"affinity": 0.8508829206707312
}
],
"expected": 25,
"returned": 25
},
{
"type": "urn:entity:podcast",
"clash": [
{
"name": "Enchilada Casserole",
"affinity": 0.7574077178811002
},
{
"name": "The YoYoYo Podcast w/Martin & Hooter",
"affinity": 0.7725686848584067
},
{
"name": "Yea Man! Podcast",
"affinity": 0.7730332737250235
}
],
"label": "Podcasts",
"score": 0.8082739083282229,
"shared": [
{
"name": "I AM RAPAPORT: STEREO PODCAST",
"affinity": 0.8688295066059464
},
{
"name": "The Schaub Show",
"affinity": 0.8597600798823053
},
{
"name": "The Fighter & The Kid",
"affinity": 0.853775164033414
}
],
"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": "t5-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": 0.3931045207531373,
"cosine": -0.21379095849372545,
"target": {
"male": 0.24,
"female": -0.24,
"25_to_29": 0.22,
"30_to_34": 0.11,
"35_to_44": 0.08,
"45_to_54": -0.51,
"55_and_older": -0.58,
"24_and_younger": 0.35000000000000003
},
"coverage": 1,
"biggestGap": {
"buyer": 0.33,
"bucket": "55_and_older",
"target": -0.58
}
},
"shortlistAverages": {
"value": 0.5129090961869054,
"cosine": 0.02581819237381071
}
},
{
"id": "t5-m5",
"label": "m5 Geographic footprint",
"data": {
"value": 0.4070612542744981,
"coverage": 1,
"metroCount": 55,
"whiteSpace": [
{
"lat": 44.9778,
"lon": -93.265,
"buyer": 0.8241633733063134,
"metro": "Minneapolis",
"target": 0.9440711506878189,
"buyerRel": -0.03961269569810533,
"targetRel": 0.08029508168340016
},
{
"lat": 39.9612,
"lon": -82.9988,
"buyer": 0.7648850999435347,
"metro": "Columbus",
"target": 0.9262905486758939,
"buyerRel": -0.10683239883722706,
"targetRel": 0.05457304989513212
},
{
"lat": 43.0389,
"lon": -87.9065,
"buyer": 0.8500661088065916,
"metro": "Milwaukee",
"target": 0.965798886986003,
"buyerRel": -0.06143165090656344,
"targetRel": 0.05430112727284797
},
{
"lat": 41.7658,
"lon": -72.6734,
"buyer": 0.8474897021248272,
"metro": "Hartford",
"target": 0.9708420560292096,
"buyerRel": -0.06953699075301978,
"targetRel": 0.053815363151362594
},
{
"lat": 35.7796,
"lon": -78.6382,
"buyer": 0.8551836508424834,
"metro": "Raleigh",
"target": 0.9440684662859836,
"buyerRel": -0.03524966789571138,
"targetRel": 0.053635147547788864
},
{
"lat": 41.824,
"lon": -71.4128,
"buyer": 0.8326582942790359,
"metro": "Providence",
"target": 0.9695594791363381,
"buyerRel": -0.08628184600626365,
"targetRel": 0.05061933885103853
},
{
"lat": 38.627,
"lon": -90.1994,
"buyer": 0.8228324723279902,
"metro": "St. Louis",
"target": 0.9399823302165974,
"buyerRel": -0.06704870610891123,
"targetRel": 0.050101151779695985
},
{
"lat": 39.2904,
"lon": -76.6122,
"buyer": 0.8511852724968442,
"metro": "Baltimore",
"target": 0.9649473089991875,
"buyerRel": -0.06503757303932489,
"targetRel": 0.0487244634630184
}
],
"correlation": -0.18587749145100382,
"strongholds": [
{
"lat": 61.2181,
"lon": -149.9003,
"buyer": 0.8499582220228651,
"metro": "Anchorage",
"target": 0.8873428179778415,
"buyerRel": 0.047812276744295,
"targetRel": 0.08519687269927145
},
{
"lat": 45.5152,
"lon": -122.6784,
"buyer": 0.9398023648759333,
"metro": "Portland",
"target": 0.9679784214704673,
"buyerRel": 0.043643888424171884,
"targetRel": 0.07181994501870592
}
],
"whiteSpaceCount": 11,
"relativeToCohort": true
},
"shortlistAverages": {
"value": 0.43391156033354505,
"correlation": -0.13217687933290995
}
},
{
"id": "t5-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": "t5-profile",
"label": "Qloo entity profile: Adidas",
"data": {
"name": "Adidas",
"drivers": [
{
"name": "Los Angeles Dodgers",
"score": 1
}
],
"ownership": "independent",
"keyMarkets": [
"United States",
"Germany",
"China",
"Japan",
"United Kingdom"
],
"popularity": 0.9997457239239884,
"screenRank": 5,
"foundedYear": 1924,
"priceRangeUsd": [
25,
300
],
"ultimateParent": "Adidas AG",
"forwardAffinity": 0.7875723024782287,
"competitorBrands": [
"Nike",
"Puma",
"Under Armour",
"Reebok",
"New Balance"
],
"sharedCategories": [],
"knownPartnerships": [
"Kanye West",
"Pharrell Williams",
"FIFA",
"UEFA",
"Stella McCartney"
],
"marketPositioning": "Premium global athletic brand offering performance and lifestyle products for both athletes and casual consumers."
},
"shortlistAverages": {}
},
{
"id": "t5-score",
"label": "Composite score",
"data": {
"F": 61.775058327244494,
"points": {
"m1": 29.01582167025053,
"m2": 2.225278159769971,
"m3": 17.82630555720153,
"m4": 4.137942323717234,
"m5": 8.569710616305224,
"m6": 0
},
"coverage": 0.95
},
"shortlistAverages": {
"F": 64.75407958362149,
"coverage": 0.9500000000000001
}
}
]