One name in. Who should its partnerships team call first?
Every number comes from Qloo, the agent decides what to measure next and why, and every name and number in the answer is checked against the step it cites.
Every number comes from Qloo, the agent decides what to measure next and why, and every name and number in the answer is checked against the step it cites.
Every number comes from Qloo, the agent decides what to measure next and why, and every name and number in the answer is checked against the step it cites.
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.
The call sheet is the one page you send your boss; the pitch sheet is the seller's side. Print either, or save it as a PDF.
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.
2 brands sit closer to Allbirds, 4 closer to Outdoor Voices, 50 within 0.05 of both.
Allbirds leads in San Francisco, New York and Denver; Outdoor Voices in Austin, Seattle and Dallas.
Source: Qloo's US heatmaps. A dot is a place either audience ranks in its top half; it leans to one side when that audience ranks it at least 25 places higher out of 100 (Crossover's rule), else it's Both.
Leans AllbirdsLeans Outdoor VoicesBoth
Bombas fans rank Allbirds first among brands.
fame (Qloo popularity) taste (affinity with Allbirds' fans)
| The eight | Fame and taste, 0.5 to 1 | Taste | Allbirds fans rank it | Its fans rank Allbirds |
|---|---|---|---|---|
| Bombas * | 0.94 | 2nd | 1st | |
| Warby Parker * | 0.93 | 4th | 11th | |
| ClassPass * | 0.93 | 5th | 16th | |
| Parachute | 0.92 | 6th | 31st | |
| Tuft & Needle | 0.92 | 7th | 9th | |
| Felix Gray | 0.92 | 8th | 12th | |
| Quince | fame: no measurement | 0.92 | 9th | 30th |
| Summersalt | 0.92 | 10th | not in their top 50 |
* the agent's calls. “Allbirds fans rank it” is the taste score's own order, so it restates the tie. It counts every brand Allbirds fans favor, so the 1st and 3rd places go to brands outside these eight. “Its fans rank Allbirds” 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, so the picks aren't numbered; the first call is the agent's choice among them.
BombasFirst call
Bombas has the highest score among Allbirds fans at 0.94 and ranks 2 among them. step 5
Warby Parker
Warby Parker scores 0.93 among Allbirds fans and ranks 4 among them. step 5
ClassPass
ClassPass scores 0.93, and Allbirds ranks 16 among ClassPass fans, so the link runs both ways. step 5
Overlap check: it ran, and no two contenders stand out as reaching the same audience. step 6
Each step is one measurement the agent chose to make in Qloo. Open one for what it asked and why.
Confirm which brand this Qloo id refers to before measuring anything.
Fork: Qloo knew the name, so the agent went on. An ambiguous or unknown name stops here.
Find the closest same-field brand among Allbirds fans' top 50 so I can split the audience.
Fork: a rival came back, so the split comes next. Without one, the agent goes to the fans' top 50.
See which brands sit closer to Allbirds than to Outdoor Voices, and each side's top markets.
Get the candidate brands from Allbirds' side of the split.
Own field left out: Footwear and Casual. Qloo's wider category, fashion, was not.
Score the eight candidates under Allbirds fans to see if a clear three stands out.
Check whether any two contenders reach the same audience so I can warn against calling them together.
There is no clear three, because all eight candidates sit in one group between 0.92 and 0.94. step 5
The overlap check found no pair that reaches the same audience, so no two of these should be kept apart. step 6
Only 2 names sat closer to Allbirds than to Outdoor Voices, so the candidates came from the top 50 instead. step 3step 4
Allbirds was confirmed, and its closest rival is Outdoor Voices at 0.94. step 1step 2
Hinge and Jeni's Splendid Ice Creams sit closer to Allbirds, at 0.90 against 0.84. step 3
The top markets for Allbirds are Boston, San Francisco, New York, Denver and Portland. step 3
Picking the first three by score from the top group gives Bombas, Warby Parker and ClassPass. step 5
Checker rule v3.1: 31 names and numbers in the agent's answer, each matched to the step it cites.
6 steps, each measured in Qloo; every number above comes from a step. Replayed from an earlier run: 0 Qloo calls.
Every name and number above is matched to a measured step. We attacked that check with 230 altered answers; it caught 219, and the 11 that got through are listed on /audit. What got through
The counterexample: Liquid Death x e.l.f. sold out in 45 minutes with weaker measured taste. Taste is one input. See it on the audit
What this doesn't establish: purchases, visits, commercial eligibility, or whether the deal makes money.
Who this is for: the partnerships lead who has to pick up the phone, and the sponsorship seller on the other end of it. The left column is the shortlist; the right column is the pitch line.
About 6 steps, about 28 Qloo calls and 40 seconds on a name nobody has asked about yet; a name already asked replays at once.