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 61.2 < 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 | 27.6 |
| Taste-profile overlap | 0.10 | 2.1 |
| Cross-domain agreement | 0.20 | 16.9 |
| Demographic alignment | 0.10 | 3.9 |
| Geographic footprint | 0.20 | 8.1 |
| Momentum | 0.05 | 2.5 |
| F | 61.2 |
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 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
z = 0.06 relative to the screened cohort (2025-10-01).
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 Dodgers-Adidas pairing shows strong cross-domain agreement: aggregate audience affinity across music, TV, film and podcasts clusters tightly, with the overall agreement score above the shortlist average.
t5-m3.value = 0.8467t5-m3.domains[0].score = 0.897t5-m3.domains[2].score = 0.8121Music is the strongest shared domain: the audience over-indexes on artists such as 2 Chainz, YG and Meek Mill, and the music domain score reads as a strength against the shortlist.
t5-m3.domains[0].shared[0].affinity = 0.9363t5-m3.domains[0].score = 0.897Film and sports-adjacent affinity is a credible bridge: the audience shows high aggregate affinity for Creed and Coach Carter, themes that align with athletic brand storytelling.
t5-m3.domains[2].shared[0].affinity = 0.8825t5-m3.domains[2].shared[1].affinity = 0.8615Adidas's Qloo profile lists the Dodgers as a driver with a full score, and the forward affinity between the two brands is the same figure as the two-way audience affinity, a sign of a direct existing link in the taste graph.
t5-profile.drivers[0].score = 1t5-profile.forwardAffinity = 0.7876Adidas's brand reach is broad: popularity is near its maximum and the brand is well established, which supports a visible co-brand with a large-market franchise.
t5-profile.popularity = 0.9997t5-profile.foundedYear = 1924
Bear: against, or diligence first
Two-way audience affinity between the Dodgers and Adidas is 0.79, below the shortlist average of 0.81, so the mutual pull that anchors the deal is weaker than peers in the set.
t5-m1.value = 0.7876t5-m1.shortlistAverages.value = 0.8058Taste-profile overlap is only 0.21, and just 20 shared tags out of 80 in the union, with the buyer's top-20 tags missing from the target at a 0.55 share versus a 0.475 shortlist average. The audience overlap is thin in the tags that define the buyer.
t5-m2.value = 0.2114t5-m2.buyerTop20MissingShare = 0.55t5-m2.sharedCount = 20Demographic alignment is weak: the cosine between buyer and target age and gender profiles is -0.21 against a shortlist average of 0.03. The aggregate audience over-indexes on 55-and-older (buyer 0.33 vs target -0.58), the largest gap, so the brand's older audience is not shared.
t5-m4.cosine = -0.2138t5-m4.biggestGap.buyer = 0.33t5-m4.biggestGap.target = -0.58Geographic overlap is negatively correlated at -0.19 against a -0.13 shortlist average, with 11 white-space metros where the target is strong and the buyer's audience is weak. The shared-market case weakens outside the buyer's home strongholds.
t5-m5.correlation = -0.1859t5-m5.whiteSpaceCount = 11The composite F score is 61.23 against a shortlist average of 64.18, reading as a weakness. Momentum (z 0.06 vs 0.19) also trails, so the case rests on cross-domain agreement and does not carry a clear lead on the other measures.
t5-score.F = 61.23t5-score.shortlistAverages.F = 64.18t5-m6.z = 0.05644
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 | 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 | 9366 heatmap cell(s) in United States | cache | |
| /v2/insights | ok | 50 taste tag(s) | cache | |
| /v2/analysis/compare | ok | 0 shared catalogue tag(s) | 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": 0.056441450432653806,
"value": 0.5094069084054423,
"priorSd": 0.001050869151016424,
"coverage": 1,
"priorMean": -0.00769239699313351,
"normalised": true,
"recentMean": -0.006563567984480434
},
"shortlistAverages": {
"z": 0.19174600813212095,
"value": 0.5319576680220202
}
},
{
"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": 61.23333995290948,
"points": {
"m1": 27.565030586738004,
"m2": 2.114014251781472,
"m3": 16.934990279341452,
"m4": 3.9310452075313727,
"m5": 8.141225085489962,
"m6": 2.5470345420272116
},
"coverage": 1
},
"shortlistAverages": {
"F": 64.17616394455051
}
}
]