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.
Why this verdict
F 60.2 < 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.
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 | 26.6 |
| Taste-profile overlap | 0.10 | 1.7 |
| Cross-domain agreement | 0.20 | 16.1 |
| Demographic alignment | 0.10 | 2.3 |
| Geographic footprint | 0.20 | 10.9 |
| Momentum | 0.05 | 2.6 |
| F | 60.2 |
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.
Taste profile overlap
18 of 82 top taste tags shared.
Hip Hop, Tortillas, mexican american, rap, african american
Salad, Self Help, Restaurant, best friend, Steak
Audience shape
Relative over-index (+) or under-index (−) of each aggregate audience, from Qloo. Not individual data.
Momentum
z = 0.11 relative to the screened cohort (2025-10-01).
Footprint overlap for distribution
Minneapolis, Louisville, Columbus, Kansas City, Memphis, Cincinnati
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
Geographic footprint is a relative strength: the aggregate audience geographic footprint score of 0.544 sits above the shortlist average of 0.434 for this target's cohort.
t8-m5.value = 0.5442t8-m5.shortlistAverages.value = 0.4339Geographic correlation is a strength at 0.088 against a shortlist average of -0.132, and six white-space metros show the target audience over-indexing where the buyer's audience is weaker.
t8-m5.correlation = 0.08844t8-m5.shortlistAverages.correlation = -0.1322t8-m5.whiteSpaceCount = 6The aggregate audience affinity between the target and the Dodgers is 0.761, and the Dodgers appear as the target's top driver with a score of 1, indicating a strong shared fan-facing signal in the taste graph.
t8-profile.forwardAffinity = 0.7611t8-profile.drivers[0].score = 1Two-way affinity ratio is 1, so the audience affinity runs symmetrically between the Dodgers and the target, which reads as average against the shortlist rather than as a weakness.
t8-m1.ratio = 1The demographic gap is real but narrower on younger buckets: the buyer audience over-indexes on 24-and-younger at 0.36, while the target sits near neutral at 0.04, which leaves room for a co-brand targeted at that cohort.
t8-m4.buyer.24_and_younger = 0.36t8-m4.target.24_and_younger = 0.04
Bear: against, or diligence first
The code raised a DEMOGRAPHIC_MISMATCH flag: the buyer's demographic alignment with the target is 0.226, below the 0.35 threshold, and the audience cosine is negative at -0.547, so the two audiences point in opposite demographic directions.
DEMOGRAPHIC_MISMATCHt8-m4.value = 0.2264t8-m4.cosine = -0.5472The biggest demographic gap sits in the 55-and-older bucket: the Dodgers audience affinity there is 0.33 while the Lululemon audience is -0.63, so the licence would reach an older cohort where the target's audience is under-indexed.
DEMOGRAPHIC_MISMATCHt8-m4.biggestGap.buyer = 0.33t8-m4.biggestGap.target = -0.63Two-way audience affinity is weak: the mutual affinity value is 0.761 against a shortlist average of 0.806, and the Dodgers appear as the only reverse match for Lululemon, so the audience overlap is thin.
t8-m1.value = 0.7611t8-m1.shortlistAverages.value = 0.8058Taste-profile overlap is limited: only 18 shared tags out of 82 in the union, a Jaccard-style value of 0.172 against a shortlist average of 0.262, and 55% of the buyer's top-20 tags are missing from the target's profile.
t8-m2.value = 0.1724t8-m2.buyerTop20MissingShare = 0.55t8-m2.sharedCount = 18Overall composite score is 60.2 against a shortlist average of 64.2, and the audience-only momentum signal is weak at 0.519 against 0.532, so the aggregate case for this pairing is below the shortlist and does not justify a licence without further diligence on the demographic gap.
t8-score.F = 60.16t8-score.shortlistAverages.F = 64.18t8-m6.value = 0.519
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 artist(s) | cache | |
| /v2/insights | ok | 25 recommended tv_show(s) | cache | |
| /v2/insights | ok | 25 recommended movie(s) | cache | |
| /v2/insights | ok | 25 recommended podcast(s) | cache | |
| /v2/insights | ok | demographics for 9 of 9 entities | cache | |
| /v2/insights | ok | 50 taste tag(s) | cache | |
| /v2/insights | ok | 7800 heatmap cell(s) in United States | cache | |
| /v2/trending | ok | 47 trend point(s) | cache | |
| /v2/trending | ok | 47 trend point(s) | cache | |
| /v2/trending | ok | 47 trend point(s) | cache | |
| /v2/trending | ok | 47 trend point(s) | cache | |
| /v2/trending | ok | 47 trend point(s) | cache | |
| /v2/trending | ok | 47 trend point(s) | cache | |
| /v2/trending | ok | 47 trend point(s) | cache | |
| /v2/trending | ok | 47 trend point(s) | cache | |
| /v2/trending | ok | 47 trend point(s) | cache | |
| /v2/insights | ok | 25 of 25 candidates scored | 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 | 10474 heatmap cell(s) in United States | cache | |
| /v2/analysis/compare | ok | 0 shared catalogue tag(s) | 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": 0.11377961845895346,
"value": 0.5189632697431589,
"priorSd": 0.002468611408614499,
"coverage": 1,
"priorMean": 0.2735563275217012,
"normalised": true,
"recentMean": 0.2758319198908803
},
"shortlistAverages": {
"z": 0.19174600813212095,
"value": 0.5319576680220202
}
},
{
"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": 60.16048505959728,
"points": {
"m1": 26.63705033463708,
"m2": 1.724137931034483,
"m3": 16.05621401599172,
"m4": 2.263827208148737,
"m5": 10.884439221069469,
"m6": 2.5948163487157943
},
"coverage": 1
},
"shortlistAverages": {
"F": 64.17616394455051
}
}
]