FRISCO, Texas — This article was originally published by our content partners at the Dallas Business Journal. You can read the original article here.
Dude Perfect LLC, known for its viral YouTube videos of trick shots, has tapped a former NBA executive as its first-ever CEO.
The Frisco-based sports and entertainment online content group with Aggieland roots announced on Oct. 2 it has brought on Andew Yaffe, who most recently was executive vice president and head of social, digital and original content for the NBA. He will lead the company in building upon its existing platform as it seeks to continue in its vision of becoming a media powerhouse.
Dude Perfect began in 2009 as a group of five friends at Texas A&M University who made videos of trick shots, such as scoring a basketball from the third deck of Kyle Field. The group has more than 60 million subscribers on YouTube and their videos have amassed in excess of 17 billions views. The business has grown to include other ventures such as live tours, toys and books and even television deals.
The hiring of a CEO comes six months after Dude Perfect received a nine-figure investment — believed to be between $100 million and $300 million — from New York-based Highmount Capital Management LLC and Pittco Management LLC. Pittco is the family office for AutoZone founder Joseph R. "Pitt" Hyde III. At the time of investment, Cory Cotton, one of the founding "Dudes," said Dude Perfect had begun a CEO search and would also look to hire a chief financial officer and individuals for other C-suite positions in the months ahead.
“These 15 years since our very first trick shot video have been the adventure of a lifetime, and we couldn’t be prouder of our team," Coby Cotton, another one of the Dudes, said in a statement. "Today we are thrilled to welcome Andrew to the Dude Perfect family and know that with his exceptional experience and shared belief in our mission of becoming the most trusted entertainment on earth that the next 15 will be even better.
Yaffe, a Duke University graduate with an MBA from Stanford University, has spent the last eight-plus years of his career at the NBA, where he led the department responsible for all video, editorial, and documentary content produced and distributed by the league. During his tenure, Yaffe oversaw the NBA's social media platforms with more than 200 million followers across platforms, including more than 20 million subscribers on YouTube and nearly 90 million followers on Instagram.
"Throughout my career leading content and strategy teams, I’ve witnessed firsthand the immense potential of creators to build bigger, more impactful businesses,” Yaffe said in a statement. “Dude Perfect has built an amazing following and is leading the charge in delivering its audience great content, live events and expanding the business even further, and I’m incredibly proud to lead the team into this exciting new chapter."
Jason Illian, CEO of Highmount Capital, said Yaffe has "continuously demonstrated outstanding leadership and a track record of success" in launching innovative digital products and managing global content operations. While at the NBA, Yaffe oversaw a team that programmed the NBA’s all-new app and other digital products, which generated more than 1 billion video views during its first season and tripled year-over-year total viewership.
Illian previously told Dallas Business Journal he views Dude Perfect as similar to the Walt Disney Co. which began with Mickey Mouse drawings and evolved into a massive corporation with theme parks, television shows, food products and more. He said Yaffe will help Dude Perfect bring that vision to life.
“As Dude Perfect expands beyond traditional channels and business lines, having Andrew at the helm is critical for navigating the evolving landscape," Illian said. "Andrew’s expertise makes him the perfect fit to drive the next phase of Dude Perfect’s growth and we are excited to welcome him aboard.”
Dude Perfect plans to pursue new opportunities and projects including an amusement park in Frisco. Dude Perfect unveiled plans in 2022 to build a new corporate HQ and entertainment destination, including a 330-foot tower that can be used for trick shots. The company claimed to be looking in North Texas and elsewhere. San Antonio-based architecture firm Overland Partners is helping to design the project.
More recently, Dude Perfect conducted a multi-city international tour, launched a streaming app and was featured in an ESPN ‘30 for 30’ documentary that debuted this year.
