Dudes Doing Things

Behind-the-scenes look at the Dude Perfect media empire in Frisco

Dude Perfect Tyler Toney

Dude Perfect

The five buddies who now comprise Dude Perfect had no intention of creating a brand or even a business 16 years ago when they started making a video of basketball trick shots while they were attending Texas A&M.

“My dad would say we were procrastinating studying for finals at that time, which he is 100 percent correct,” said Coby Cotton, whose twin brother Cory is also part of the group. “We were just having fun, and that’s one thing that I am grateful to say has continued.”

When they posted that first video on YouTube in April 2009, the nearly 3 1/2-minute clip was just a way to share with family and friends what they were doing on an $80 portable basketball rim they bought for the backyard.

Things have expanded far beyond that small circle. And the tricks got much bigger, like the world record shot made from 856 feet high in Las Vegas two summers ago on the third day of attempts.

Dude Perfect now has more than 61 million subscribers on YouTube, with 482 videos that have gotten more than 18.5 billion total views. An "Average Dude vs. Steph Curry" video did 16 million views just four months ago.

The group’s family-friendly content has gone beyond just basketball shots and is big business, among the top 1 percent of channels on the second most-viewed website in the world.

Professional athletes, celebrities and musicians want to be part of their productions, both short form and longer videos. Among those who have taken part in recent Dude Perfect projects are Tom Brady, Caitlin Clark, and Paul Skenes; the pitcher was blindfolded when he struck out 6-foot-6 Cody Jones, the DP member known as “Tall Guy.”

Dude Perfect dudes: twins Coby & Cory Cotton, sandwiching Garret Hilbert, Tyler Toney, and Cody Jones.Dude Perfect

The group last year hired its first CEO after acquiring at least $100 million in capital from a private investment firm. There are plans for a Dude Perfect theme park, and earlier this year the group opened a new headquarters. The facility located in a North Texas warehouse district includes a full basketball court with moving rims on one wall, half a football field with a regulation goalpost, a pickleball court, a putting area, a hidden candy vault and room for expansion to include experiences for fans.

“A sports lover’s Barbie dreamhouse” is how new CEO Andrew Yaffe described the 80,000-square-foot facility.

“If you ask the guys what they intended in 2009, I don’t know that this would have been in their wildest dreams,” said Yaffe, who previously was a senior NBA executive overseeing the league’s social, digital and original content. “We think about this is what a media company looks like in 2025. And it’s really exciting to think about what that can be in 2030 or 2035.”

More than trick shots
Dude Perfect has evolved from that original video shot with a single camera into successful content creators, with a mix of sports and comedy that is more than just basketball shots. The group will embark on another live tour later this year.

There have been nearly 50 episodes of “Overtime” since 2018, a variety show usually around 25 minutes with a variety of segments and often special guests. Curry in that recent episode took part in a 3-point shooting contest using a football, Frisbee, pickle ball and soccer ball before finally a basketball.

There are occasional videos such as “All Sports Golf Battle” when on a course without actual golf clubs, including once at Augusta National when Bryson DeChambeau used items like a tennis racket, Frisbee and pool stick. “Stereotype” videos poke fun at any number of groups or events.

“They’ve built a media empire that brings families together, whether it’s trick shots, epic challenges, live events or experiences that truly redefine what it means to connect with fans,” said Brian Albert, who leads Google’s US YouTube video deals and creative teams. “They are creator trailblazers.”

Safe for families
Even before each of the Dudes became fathers — there are now 16 children ages 10 and under between them, and another on the way — they wanted to be one of the world’s most trusted brands for families to enjoy together.

“Early on, we met through some Bible studies and so we knew we weren’t going to cuss in our videos, we weren’t going to have alcohol promotion,” Jones said. “Early on, it actually hurt our brand because people were going to YouTube in order to kind of have that wild side of things. And since, it’s only helped because we’ve become brand safe.”

Tyler Toney, the bearded Dude often front-and-center in videos, said that is the best thing they hear from parents.

“But it wasn’t until we had our own kids where we’ll be up here at the office filming and then I go home and now I’m on my TV at home and my boys are watching,” Toney said. “I get to hear myself a lot and it gets old, and I apologize now to all the parents for how loud we are in a lot of the videos. But it’s cool to see that even in our families the importance of that, having that quality entertainment that we can enjoy with our own kids.”

For the record books
Dude Perfect’s first record for longest shot came from the third deck of Texas A&M’s football stadium in the fall of 2009. That came months after the initial video of trick shots, which had been followed by one they did at a Christian-based camp that summer.

They made a shot from atop the 561-foot tall Reunion Tower in Dallas in 2014, a record then broken by another group before Dude Perfect reclaimed it in Las Vegas.

“We’re not hoping to have to improve on the world’s highest shot from The Strat in Vegas any time soon,” Coby Cotton said. “That was an exhausting experience.”

media

Movie Review

New film The Plague turns tween bullying into chilling drama

Photo courtesy of IFC

Everett Blunck in The Plague.

Anybody who’s attended elementary school in the last 100 years knows the concept of “cooties,” a fictional affliction that is typically caught when touched by a member of the opposite sex. A more updated version of the same idea is featured in the Diary of a Wimpy Kid series, this time called the “Cheese Touch,” making anyone who touches a moldy piece of cheese on the school’s basketball court an outcast.

A much more menacing version of this “disease” is on display in The Plague, which takes place at a summer water polo camp for tweens. The film focuses on Ben (Everett Blunck), a slightly awkward boy who struggles to fit in with the “cool” crowd led by Jake (Kayo Martin). That group has no problems making fun of others that they deem to be different, especially Eli (Kenny Rasmussen), who has been ostracized because of a rash he has that the kids call “the plague.”

Ben wants to be part of the main group, but his natural empathy leads him to reach out to Eli on more than one occasion despite Eli engaging in some uncomfortable behavior. With the camp’s coach (Joel Edgerton) not much help when it comes to the bullying tactics by Jake and others, especially those that take place at night, Ben is left to fend for himself. His vacillations between wanting to be accepted and wanting to do what’s right continue until his hand is forced.

Written and directed by first-time feature filmmaker Charlie Polinger, the film has all the feel of a horror movie without actually being a horror. The staging used by Polinger gives the film a claustrophobic feel as Ben can’t seem to escape the psychological torture inflicted by Jake and others no matter where he goes. He also employs a jarring score by Johan Lenox to great effect, one that’s designed to keep viewers on edge even when nothing bad is happening.

No matter how far removed you are from middle school, the film will likely bring up feelings you thought you had left behind. Much like with Bo Burnham’s Eighth Grade, Polinger finds a way to tap into something universal in his depiction of tweens, an age when everyone is still discovering who they really are. Some go along to get along, others don’t even attempt to fit in, but no one truly feels settled.

Whether the plague is real or not in the world of the film is up for debate. While most of the time it comes off as something made up to underscore the feeling of otherness felt by Ben, Polinger does literalize it to a degree. He even tiptoes up to the line of body horror before wisely retreating, although what he does show will still make some viewers squeamish. However, because he seems to be leaning one way before pulling back, there’s the possibility that some will be disappointed by the tease of something more intense.

The film’s biggest success is in its casting. Finding good child actors is notoriously tough, and yet Polinger and casting director Rebecca Dealy found a bunch who sell the story for all it’s worth. Blunck, Martin, and Rasmussen get the most play, but everyone else complements them well. Edgerton is the only well-known actor in the film, but he’s used sparingly and isn’t asked to do much, leaving the kids to carry the story on their shoulders.

Fitting in as a tween is hard enough without others actively trying to find ways to cast someone out. The Plague is an effective demonstration of the dynamics that can play out in a competitive environment that also includes a group that has yet to develop into fully-rounded people. It features discomfort on multiple levels, marking an auspicious debut for Polinger.

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The Plague is now playing in theaters.

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