Crossover · call sheet
Who should Allbirds call first?
First call: Bombas.
All eight are within 0.05 on taste. Bombas is the only one whose fans rank Allbirds first; the other seven rank it 9th to 31st or not in their top 50.
Where Allbirds' audience leads: San Francisco, New York and Denver.
Venues in San Francisco that Allbirds and Bombas fans both favor: Top of the Mark, The Rotunda and Chambers eat + drink.
Call first: Bombas
Bombas has the highest score among Allbirds fans at 0.94 and ranks 2 among them.[5]
Bombas fans rank Allbirds first among brands.
| The eight | Allbirds fans rank it | Its fans rank Allbirds |
|---|---|---|
| Bombas * | 2nd | 1st |
| Warby Parker * | 4th | 11th |
| ClassPass * | 5th | 16th |
| Parachute | 6th | 31st |
| Tuft & Needle | 7th | 9th |
| Felix Gray | 8th | 12th |
| Quince | 9th | 30th |
| Summersalt | 10th | not in their top 50 |
* the agent's calls. The first column is the taste score's own order, so it restates the tie. The second is that brand's fans' own top 50 brands, a different list.
No clear three: 8 names within 0.05 of the top. Inside a tie no order is claimed; besides Bombas, the agent's other two picks from the group of eight:
- Warby Parker. Warby Parker scores 0.93 among Allbirds fans and ranks 4 among them.[5]
- ClassPass. ClassPass scores 0.93, and Allbirds ranks 16 among ClassPass fans, so the link runs both ways.[5]
Overlap check: it ran, and no two contenders stand out as reaching the same audience.[6]
Notes from the agent, each checked against its steps
- There is no clear three, because all eight candidates sit in one group between 0.92 and 0.94.[5]
- The overlap check found no pair that reaches the same audience, so no two of these should be kept apart.[6]
- Only 2 names sat closer to Allbirds than to Outdoor Voices, so the candidates came from the top 50 instead.[3,4]
- Allbirds was confirmed, and its closest rival is Outdoor Voices at 0.94.[1,2]
- Hinge and Jeni's Splendid Ice Creams sit closer to Allbirds, at 0.90 against 0.84.[3]
- The top markets for Allbirds are Boston, San Francisco, New York, Denver and Portland.[3]
- Picking the first three by score from the top group gives Bombas, Warby Parker and ClassPass.[5]
Steps (each measured in Qloo)
- 1 Find the name: Confirmed Allbirds
- 2 Find the rival: Closest same-field brand: Outdoor Voices
- 3 The split: 2 brands sit closer to Allbirds, 4 closer to Outdoor Voices, 50 within 0.05 of both
- 4 Candidates: The split left 2 names; widened to the top 50. 8 candidates from the fans' top 50, own field left out
- 5 Score them: No clear three: 8 names within 0.05 of the top
- 6 Overlap check: No pair stands out among the contenders
What this doesn't establish
- No purchase data. Affinity and popularity come from Qloo; Crossover computes the comparisons, the percentiles and the layout.
- No audience size: a long column is not a bigger market.
- No commercial eligibility: Qloo can't say whether a brand will partner.
- A lean is a taste gap of 0.05 or more in one scoring call, not a recommendation.
- A brand whose category tag sits past Qloo's tag cut can appear in a column instead of under same field.