In this episode of On Stage, Andrew Yaffe, CEO of Dude Perfect, joins Bret McCormick, Staff Reporter at Sports Business Journal, for a conversation about how one of the world's most recognizable creator brands is redefining sports fandom for a new generation. Recorded in June 2026 at SBJ's Brand Innovation Summit in Chicago, the discussion explores Dude Perfect's remarkable evolution—from five friends making trick-shot videos at Texas A&M to a global entertainment business with nearly 100 million followers, live tours, merchandise, premium brand partnerships, and a long-term vision that stretches far beyond social media. Yaffe shares how the company is thinking about its next chapter, including: - Building a Lasting Brand: Why Dude Perfect hired its first CEO and how the company is evolving from a creator collective into a multi-platform sports and entertainment business. - Authenticity at Scale: How the founders have stayed true to their original mission of simply making content that's fun—even after 17 years of explosive growth. - Beyond Digital: The strategy behind expanding into live experiences, consumer products, media, and physical destinations that deepen fan engagement. - The Creator Economy: What traditional sports organizations can learn from digital-first brands about building community and reaching younger audiences. - Culture as Strategy: Why creativity, trust, and long-term thinking are the foundation of sustainable growth.  It's an insightful look at how one of sports entertainment's most innovative brands is turning internet success into an enduring business.