Matt Kendrick, founder and CEO of Good Good, and Daniel Saeva, head of licensing for Dude Perfect, are eyeing more product and content partnerships.
Good Good, Dude Perfect
Two of YouTube's biggest sports brands are entering their collaboration era.Good Good and Dude Perfect are expanding their relationship with a partnership spanning consumer products and content.This week, the two companies will start selling co-branded kids and adult hats, with Good Good licensing Dude Perfect's brand in exchange for royalty payments. Meanwhile, some of Good Good's golf personalities will start appearing in Dude Perfect's 22-stop Squad Games tour, where the Dudes will face off against other creator groups or celebrities.It's a sign of how creator-led companies that started as YouTube channels are using that content to fuel other businesses — and finding they need partners to get to the next level of growth.Execs from both companies expressed interest in more product and live event collabs. Good Good, for one, is eyeing kids' apparel next and already hosts several golf tournaments and challenges throughout the year that offer potential areas for crossover.Each stands to benefit from the other's fan base. Dude Perfect, comprised of five guys who do sports stunt videos, has a core audience of 6- to 14-year-olds that Good Good wants to reach. Good Good's high-energy golf videos can help Dude Perfect access the 25- to 34-year-olds they're popular with, and tap its retail relationships with the likes of Target and Dick's Sporting Goods.The creator groups had already been appearing in each other's videos, helped by the fact that they're located a few minutes apart in the suburbs of Dallas and share a wholesome vibe. They realized there was more they could do together.
