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.
“I think this is a start of hopefully many opportunities,” said Matt Kendrick, founder and CEO of Good Good. “We feel like both of our fan bases are pretty similar in the sense that we both are very family-friendly, safe.”
“Now we’re creating merchandise that lives in stores that consumers get excited about and wear,” said Daniel Saeva, head of licensing for Dude Perfect. “They’re paying to show their fandom. So we do think this is more than just showing up in each other’s videos.”
Creators are teaming up to grow
The partnership is the latest example of creators collaborating to grow their audiences. Many are online efforts, like MrBeast’s tie-up with Mark Rober on the #TeamWater fundraising campaign and getting 50 creators to participate in a challenge video. There have been product collabs, too, like former influencer-boxing rivals Logan Paul and KSI’s energy drink Prime. They don’t always endure — the hype around Prime has faded somewhat, for example.
Dude Perfect and Good Good are among the best capitalized creators. Dude Perfect raised $100 million in early 2024 from Highmount Capital, and Good Good raised $45 million in 2025 from Creator Sports Capital and others. Their fundraising also puts pressure on them to grow their businesses.
Creator economy lawyer Christina Chang, a partner at Barnes & Thornburg, said creator-led companies have shifted from focusing on acquiring more fans to deriving greater value from their existing audiences, and the approach they take depends on their growth stage.
She said partnerships like Good Good and Dude Perfect make sense when both sides already have strong brands and commercial traction. Another approach some social media stars like Alex Cooper take is to build a network of creators around them.
“Partnerships help established creator businesses expand quickly into new audiences and categories with less operational complexity,” she said. A network can be a way for creators to build a business they fully own, but it requires more investment and management, she said.
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