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Sports-based YouTube channel Dude Perfect has hired Andrew Yaffe as its first chief executive.
Founded 15 years ago by five college roommates, Dude Perfect has become a hugely popular channel, with over 60 million subscribers to date. It has since expanded into board games, mobile games, books, toys and merchandise, and struck partnerships in the retail, and food and beverage sectors.
Earlier this year, it received an investment reportedly worth between US$100 million and US$300 million from Highmount Capital to help its planned expansion to become a multimedia company with content that spans television, video games and live entertainment. The brand is also set to open a new mixed-use facility that will serve as its headquarters in Frisco, Texas.
Yaffe will now lead the transformation in his new role. He joins from the National Basketball Association (NBA), where he had been since 2016, most recently serving as the league’s executive vice president, head of social, digital and original content, a role which saw him lead on content strategy, development, production and the publishing of content across its social and direct-to-consumer (DTC) channels.
In a statement provided by the company, and reported by Variety, Yaffe said: “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.”
Coby Cotton, one of Dude Perfect’s founders, added: “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. 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.”
