Playground →
Two distinct audience neighborhoods define Rawlings Sports' similarity map: a tight cluster of baseball-specific equipment brands at the top, and a second, broader cluster anchored by lifestyle and entertainment figures that have no obvious connection to the sport.
The shape is two-peak. The first peak is unmistakable — DeMarini (0.91), Wilson Ball Gloves (0.89), and Louisville Slugger (0.87) are the three closest neighbors, all Sports-subcategory brands. Nike Diamond (0.86) and EvoShield (0.85) extend this first cluster into adjacent equipment and footwear. These five neighbors form a coherent baseball-gear audience — people who follow the equipment side of the sport closely.
The second peak is where the data gets structurally interesting. Chip Gaines (0.856) and Joanna Gaines (0.852) — both TV Personalities — sit nearly as high as the gear brands, and Magnolia (0.85), their Home-subcategory brand, follows immediately after. Hobby Lobby Stores (0.84) and Baseball Lifestyle™ (0.84) round out the top 10. The Gaines cluster is not a sports-adjacent finding — it represents a distinct lifestyle audience that overlaps heavily with Rawlings' base, bridging diamond-sport equipment fans and a home-and-family consumer profile.
The two-peak structure reveals an audience that is simultaneously deep in baseball gear culture and embedded in a broader mainstream American lifestyle segment — two neighborhoods that happen to share the same people.
