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
66.0F / 100
100% of the weighted evidence measured

Why this verdict

F 66.0 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
0.50
Trending rank change over the last 4 weeks vs the 8 before, relative to the cohort.

How F is built

Points each metric adds (weights for Licensing / co-brand, renormalised over what Qloo could measure).

MetricWeightPoints
Two-way audience affinity0.3529.4
Taste-profile overlap0.102.5
Cross-domain agreement0.2017.2
Demographic alignment0.104.0
Geographic footprint0.2010.3
Momentum0.052.5
F66.0

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

z = 0.00 relative to the screened cohort (2025-10-01).

prior 8 weekslast 4

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

9 of 9 claims survived the judge; 0 rejected for citing numbers not in the ledger or misreading them.

Bull: for the deal

  • The audience affinity for Nike and the Dodgers is strong and symmetric: the Dodgers-to-Nike and Nike-to-Dodgers affinity are identical, which the code reads as a strength against the shortlist average.

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

  • The composite fit score sits above the shortlist average, a strength reading, indicating the overall pairing ranks favourably against the other candidates.

    t3-score.F = 66t3-score.shortlistAverages.F = 64.18

  • Cross-domain agreement is high: the shared audience over-indexes on music, TV and film, with the music domain score above the shortlist average.

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

  • Geographic reach is a strength: the aggregate audience affinity correlates with Nike's footprint across metros, and five Nike strongholds in the Mountain West and Southwest show high Nike affinity alongside buyer affinity.

    t3-m5.value = 0.5168t3-m5.whiteSpaceCount = 6

Bear: against, or diligence first

  • Taste-profile overlap between the Dodgers and Nike is thin in aggregate: the shared-tag affinity of 0.252 sits below the shortlist average of 0.262, so the two audiences share less common taste ground than most alternatives on the shortlist. Diligence should test whether the audience overlap holds beyond the headline affinity.

    t3-m2.value = 0.2525t3-m2.shortlistAverages.value = 0.2621

  • Demographic alignment is weak: the cosine between the Dodgers' and Nike's aggregate age-gender profiles is negative at -0.198, against a shortlist average of 0.026. The widest gap is in the 55-and-older bucket, where the Dodgers audience skews to +0.33 and the Nike audience sits at -0.59.

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

  • Momentum is flat: the aggregate momentum z-score is 0, below the shortlist average of 0.192, so the data show no recent lift in shared audience interest that would justify a near-term premium on the deal.

    t3-m6.z = 0t3-m6.shortlistAverages.z = 0.1917

  • The TV-domain agreement is below the shortlist average: the Nike TV-affinity score of 0.861 trails the shortlist average of 0.884, so the shared audience taste for TV content is weaker than for comparable pairings and cannot be used as a co-branded content hook without further work.

    t3-m3.domains[1].score = 0.8608t3-m3.shortlistAverages.domains[1].score = 0.8836

  • Nearly half of the Dodgers' top-20 taste tags have no counterpart on the Nike side: the buyer-top-20 missing share is 0.5, above the shortlist average of 0.475. This gap in the aggregate taste graph argues for checking whether the creative and story angle fits before committing to exclusivity.

    t3-m2.buyerTop20MissingShare = 0.5t3-m2.shortlistAverages.buyerTop20MissingShare = 0.475

IC memo

Number check passed: 28 number(s), all in the evidence ledger.Written by claude-haiku-5-5

Nike: WATCH

Recommendation. WATCH. Under the verdict rule, composite F 66.0 falls in the 62–67 band and the screen logged no red flags. Nike ranks 2 of 8 on the shortlist, above the 64.2 shortlist average. Strong audience affinity supports further work, but weak demographic alignment and flat momentum argue against committing to exclusivity yet.

Where the audiences meet. Two-way audience affinity is 0.84 in both directions, above the shortlist average of 0.81. Cross-domain agreement is 0.86 against a 0.84 average, led by music (0.94 against a 0.88 average). The aggregate audience over-indexes on hip hop, rap and rhythm & blues, and on artists such as 2 Chainz, YG and Juicy J. Geographic footprint also reads as a strength: the audience affinity tracks Nike's footprint across metros, and five Nike strongholds, including Boise, Tucson and Albuquerque, show high Nike affinity alongside buyer affinity.

Risks.

  • Demographic cosine is -0.20 against a 0.03 shortlist average. The widest gap is in the 55-and-older bucket: the Dodgers audience sits at +0.33 and the Nike audience at -0.59.
  • Taste-profile overlap is thin at 0.25, below the 0.26 average.
  • Momentum z-score is 0, below the 0.19 average, so the data show no recent lift in shared interest.
  • TV affinity of 0.86 trails the 0.88 average, so TV is not yet a usable content hook.
  • Half of the Dodgers' top-20 taste tags have no Nike counterpart, against a 0.475 shortlist average.
  • The screen recorded no red flags.

Diligence questions

  • Does the audience overlap hold beyond the headline 0.84 affinity? What would a co-branded pilot show?
  • Does a creative or story angle bridge the 55-and-older gap and the missing top-20 taste tags before any exclusivity is discussed?
  • Is there a music-led activation that does not depend on TV content?
  • What would momentum need to show before a near-term premium is justified?

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 artist(s)cache
/v2/insightsok25 recommended tv_show(s)cache
/v2/insightsok25 recommended movie(s)cache
/v2/insightsok25 recommended podcast(s)cache
/v2/insightsokdemographics for 9 of 9 entitiescache
/v2/insightsok50 taste tag(s)cache
/v2/insightsok7800 heatmap cell(s) in United Statescache
/v2/trendingok47 trend point(s)cache
/v2/trendingok47 trend point(s)cache
/v2/trendingok47 trend point(s)cache
/v2/trendingok47 trend point(s)cache
/v2/trendingok47 trend point(s)cache
/v2/trendingok47 trend point(s)cache
/v2/trendingok47 trend point(s)cache
/v2/trendingok47 trend point(s)cache
/v2/trendingok47 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": 0,
   "value": 0.5,
   "priorSd": 0,
   "coverage": 1,
   "priorMean": 0,
   "normalised": true,
   "recentMean": 0
  },
  "shortlistAverages": {
   "z": 0.19174600813212095,
   "value": 0.5319576680220202
  }
 },
 {
  "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": 66.00170438771698,
   "points": {
    "m1": 29.40410024820567,
    "m2": 2.5245579567779948,
    "m3": 17.226165693828182,
    "m4": 4.010778605928336,
    "m5": 10.3361018829768,
    "m6": 2.5
   },
   "coverage": 1
  },
  "shortlistAverages": {
   "F": 64.17616394455051
  }
 }
]