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
1 of 10 claims survived the judge; 9 rejected for citing numbers not in the ledger or misreading them.Bull: for the deal
The Dodgers-Adidas two-way audience affinity is high in both directions and equal, indicating strong mutual pull in the aggregate taste graph.
t5-m1.value = 0.7876t5-m1.ratio = 1Rejected by the judge: cites m1 Two-way audience affinity "value" = 0.7876 as a strength, but it is below the shortlist average (0.8058)
Cross-domain agreement is strong: the audience over-indexes on the Music, TV and Film profiles shared with Adidas, with the Music domain score above its shortlist average.
t5-m3.value = 0.8467t5-m3.domains[0].score = 0.897t5-m3.domains[1].score = 0.8696Rejected by the judge: cites m3 Cross-domain agreement "domains[1].score" = 0.8696 as a strength, but it is below the shortlist average (0.8836)
Momentum is positive and above the shortlist average, suggesting the aggregate affinity is trending upward rather than fading.
t5-m6.value = 0.5094t5-m6.z = 0.05644Rejected by the judge: cites m6 Momentum "value" = 0.5094 as a strength, but it is below the shortlist average (0.532)
Composite fit of 61.2 sits close to the shortlist average of 64.2, with the taste-driven audience affinity (m1) contributing the largest share of points.
t5-score.F = 61.23t5-score.points.m1 = 27.57Rejected by the judge: cites Composite score "F" = 61.2333 as a strength, but it is below the shortlist average (64.1762)
Geographic footprint shows Adidas over-indexing in 11 white-space metros where the Dodgers' audience is comparatively thinner, an expansion opportunity for the co-brand.
t5-m5.whiteSpaceCount = 11t5-m5.value = 0.4071Rejected by the judge: cites m5 Geographic footprint "value" = 0.4071 as a strength, but it is below the shortlist average (0.4339)
Bear: against, or diligence first
Taste-profile overlap is thin: the buyer and target share only 20 tags against a shortlist average of 21.75, and 55% of the Dodgers' top-20 tags are missing from Adidas, versus a shortlist average of 47.5%. The audience affinity overlap is narrower than the headline match suggests.
t5-m2.sharedCount = 20t5-m2.buyerTop20MissingShare = 0.55The demographic profiles diverge. Cosine alignment is -0.21 against a shortlist average of 0.026, and the largest gap is in the 55-and-older bucket, where the buyer audience scores 0.33 and the target scores -0.58. The aggregate audience skews differently from Adidas's.
DEMOGRAPHIC_MISMATCHt5-m4.cosine = -0.2138t5-m4.biggestGap.buyer = 0.33t5-m4.biggestGap.target = -0.58Rejected by the judge: bear cannot invent a flag: the code rules did not raise DEMOGRAPHIC_MISMATCH
Geographic overlap is weak: the correlation between buyer and target metro affinity is -0.19, below the shortlist average of -0.13, and 11 metros are white space where Adidas over-indexes relative to the Dodgers audience. Adidas's strongholds in the 8 listed white-space metros are not Dodgers strongholds.
NO_GEO_OVERLAPt5-m5.correlation = -0.1859t5-m5.whiteSpaceCount = 11Rejected by the judge: bear cannot invent a flag: the code rules did not raise NO_GEO_OVERLAP
Momentum is below the shortlist average: the momentum z-score is 0.056 against an average of 0.19, and the normalised momentum value is 0.509 against 0.532. The aggregate audience signal is flat rather than rising.
FADINGt5-m6.z = 0.05644t5-m6.value = 0.5094Rejected by the judge: bear cannot invent a flag: the code rules did not raise FADING
The composite score of 61.2 sits below the shortlist average of 64.2, and the two-way audience affinity of 0.788 is also slightly under the 0.806 average. Diligence should test whether the shared audience is mainly a Dodgers-side effect rather than a broader Adidas fit.
AUDIENCE_ONE_SIDEDt5-score.F = 61.23t5-m1.value = 0.7876Rejected by the judge: bear cannot invent a flag: the code rules did not raise AUDIENCE_ONE_SIDED
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 artist(s) | cache | |
| /v2/insights | ok | 25 recommended movie(s) | cache | |
| /v2/insights | ok | 25 recommended tv_show(s) | cache | |
| /v2/insights | ok | demographics for 9 of 9 entities | cache | |
| /v2/insights | ok | 7800 heatmap cell(s) in United States | cache | |
| /v2/trending | ok | 47 trend point(s) | live 461 ms | |
| /v2/trending | ok | 47 trend point(s) | live 462 ms | |
| /v2/trending | ok | 47 trend point(s) | live 462 ms | |
| /v2/trending | ok | 47 trend point(s) | live 462 ms | |
| /v2/trending | ok | 47 trend point(s) | live 726 ms | |
| /v2/trending | ok | 47 trend point(s) | live 739 ms | |
| /v2/trending | ok | 47 trend point(s) | live 740 ms | |
| /v2/trending | ok | 47 trend point(s) | live 741 ms | |
| /v2/trending | ok | 47 trend point(s) | live 1017 ms | |
| /v2/insights | ok | 25 of 25 candidates scored | cache | |
| /v2/insights | ok | 1 of 1 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 | 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": 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
}
}
]