A sweet 16 for Dude Perfect, from college trick shots to trusted sports and entertainment brand

FRISCO, Texas (AP) — 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% 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% 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.”

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.”

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.”

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.”

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.”

A large projection screen, couches and other amenities fill one of the work spaces at Dude Perfect's new headquarters in Frisco, Texas, Wednesday, Feb. 19, 2025. (AP Photo/Tony Gutierrez)

From left, Garrett Hilbert, Coby Cotton, Tyler Toney, Cody Jones and Cory Cotton, the founding members of Dude Perfect, speak during an event at their new headquarters in Frisco, Texas, Wednesday, Feb. 19, 2025. (AP Photo/Tony Gutierrez)

Employee Justus Woods works in an office at Dude Perfect's new headquarters in Frisco, Texas, Wednesday, Feb. 19, 2025. (AP Photo/Tony Gutierrez)

Visitor Andrew Harper gives a peace sign up in a hidden entrance before descending down a slide on the top floor of Dude Perfect's new headquarters in Frisco, Texas, Wednesday, Feb. 19, 2025. (AP Photo/Tony Gutierrez)

Dude Perfect member Coby Cotton poses for a photo while being interviewed at the their new headquarters in Frisco, Texas, Wednesday, Feb. 19, 2025. (AP Photo/Tony Gutierrez)

Dude Perfect Chief Executive Officer Andrew Yaffe plays with a basketball as he gives an interview at their new headquarters in Frisco, Texas, Wednesday, Feb. 19, 2025. (AP Photo/Tony Gutierrez)

Visitors attending an event enjoy some of the attractions at Dude Perfect's new headquarters in Frisco, Texas, Wednesday, Feb. 19, 2025. (AP Photo/Tony Gutierrez)

Visitors attending an event enjoy some of the attractions at Dude Perfect's new headquarters in Frisco, Texas, Wednesday, Feb. 19, 2025. (AP Photo/Tony Gutierrez)

Garrett Hilbert, left, shoots smoke rings out of a device as the rest of the Dude Perfect members look on during an event at the group's new headquarters in Frisco, Texas, Wednesday, Feb. 19, 2025. (AP Photo/Tony Gutierrez)

From left, Garrett Hilbert, Coby Cotton, Tyler Toney, Cody Jones and Cory Cotton, the founding members of Dude Perfect, pose for a photo during an event at their new headquarters in Frisco, Texas, Wednesday, Feb. 19, 2025. (AP Photo/Tony Gutierrez)

LONDON (AP) — With one puff of a cigarette, a woman in Canada became a global symbol of defiance against Iran's bloody crackdown on dissent — and the world saw the flame.

A video that has gone viral in recent days shows the woman — who described herself as an Iranian refugee — snapping open a lighter and setting the flame to a photo she holds. It ignites, illuminating the visage of Ayatollah Ali Khamenei, Iran's highest cleric. Then the woman dips a cigarette into the glow, takes a quick drag — and lets what remains of the image fall to the pavement.

Whether staged or a spontaneous act of defiance — and there’s plenty of debate — the video has become one of the defining images of the protests in Iran against the Islamic Republic’s ailing economy, as U.S. President Donald Trump considers military action in the country again.

The gesture has jumped from the virtual world to the real one, with opponents of the regime lighting cigarettes on photos of the ayatollah from Israel to Germany and Switzerland to the United States.

In the 34 seconds of footage, many across platforms like X, Instagram and Reddit saw one person defy a series of the theocracy’s laws and norms in a riveting act of autonomy. She wears no hijab, three years after the “Women, Life, Freedom” protests against the regime’s required headscarves.

She burns an image of Iran’s supreme leader, a crime in the Islamic republic punishable by death. Her curly hair cascades — yet another transgression in the Iranian government’s eyes. She lights a cigarette from the flame — a gesture considered immodest in Iran.

And in those few seconds, circulated and amplified a million times over, she steps into history.

In 2026, social media is a central battleground for narrative control over conflicts. Protesters in Iran say the unrest is a demonstration against the regime’s strictures and competence. Iran has long cast it as a plot by outsiders like United States and Israel to destabilize the Islamic Republic.

And both sides are racing to tell the story of it that will endure.

Iranian state media announces wave after wave of arrests by authorities, targeting those it calls “terrorists” and also apparently looking for Starlink satellite internet dishes, the only way to get videos and images out to the internet. There was evidence on Thursday that the regime’s bloody crackdown had somewhat smothered the dissent after activists said it had killed at least 2,615 people. That figure dwarfs the death toll from any other round of protest or unrest in Iran in decades and recalls the mayhem of the country’s 1979 Islamic Revolution.

Social media has bloomed with photos of people lighting cigarettes from photos of Iran’s leader. “Smoke ’em if you got ’em. #Iran,” posted Republican U.S. Sen. Tim Sheehy of Montana.

In the age of AI, misinformation and disinformation, there’s abundant reason to question emotionally and politically charged images. So when “the cigarette girl” appeared online this month, plenty of users did just that.

It wasn’t immediately clear, for example, whether she was lighting up inside Iran or somewhere with free-speech protections as a sign of solidarity. Some spotted a background that seemed to be in Canada. She confirmed that in interviews. But did her collar line up correctly? Was the flame realistic? Would a real woman let her hair get so close to the fire?

Many wondered: Is the “cigarette girl” an example of “psyops?” That, too, is unclear. That’s a feature of warfare and statecraft as old as human conflict, in which an image or sound is deliberately disseminated by someone with a stake in the outcome. From the allies’ fake radio broadcasts during World War II to the Cold War’s nuclear missile parades, history is rich with examples.

The U.S. Army doesn’t even hide it. The 4th Psychological Operations Group out of Ft. Bragg in North Carolina last year released a recruitment video called, “Ghost in the Machine 2 that’s peppered with references to “PSYWAR.”And the Gaza war featured a ferocious battle of optics: Hamas forced Israeli hostages to publicly smile and pose before being released, and Israel broadcast their jubilant reunions with family and friends.

Whatever the answer, the symbolism of the Iranian woman's act was powerful enough to rocket around the world on social media — and inspire people at real-life protests to copy it.

The woman did not respond to multiple efforts by The Associated Press to confirm her identity. But she has spoken to other outlets, and AP confirmed the authenticity of those interviews.

On X, she calls herself a “radical feminist” and uses the handle Morticia Addams —- after the exuberantly creepy matriarch of “The Addams Family” — sheerly out of her interest in “spooky things,” the woman said in an interview with the nonprofit outlet The Objective.

She doesn’t allow her real name to be published for safety reasons after what she describes as a harrowing journey from being a dissident in Iran — where she says she was arrested and abused — to safety in Turkey. There, she told The Objective, she obtained a student visa for Canada. Now, in her mid-20s, she said she has refugee status in and lives in Toronto.

It was there, on Jan. 7, that she filmed what’s become known as “the cigarette girl” video a day before the Iranian regime imposed a near-total internet blackout.

“I just wanted to tell my friends that my heart, my soul was with them,” she said in an interview on CNN-News18, a network affiliate in India.

In the interviews, the woman said she was arrested for the first time at 17 during the “bloody November” protests of 2019, demonstrations that erupted after Trump pulled the U.S. out of the nuclear deal that Iran had struck with world powers that imposed crushing sanctions.

“I was strongly opposed to the Islamic regime,” she told The Objective. Security forces “arrested me with tasers and batons. I spent a night in a detention center without my family knowing where I was or what had happened to me.” Her family eventually secured her release by offering a pay slip for bail. “I was under surveillance from that moment on.”

In 2022 during the protests after the death of Mahsa Amini in custody, she said she participated in a YouTube program opposing the mandatory hijab and began receiving calls from blocked numbers threatening her. In 2024, after Iranian President Ebrahim Raisi died in a helicopter crash, she shared her story about it — and was arrested in her home in Isfahan.

The woman said she was questioned and “subjected to severe humiliation and physical abuse.” Then without explanation, she was released on a high bail. She fled to Turkey and began her journey to Canada and, eventually, global notoriety.

“All my family members are still in Iran, and I haven’t heard from them in a few days,” she said in the interview, published Tuesday. “I’m truly worried that the Islamic regime might attack them.”

A demonstrator lights a cigarette with a burning poster depicting Supreme Leader Ayatollah Ali Khamenei during a rally in support of Iran's anti-government protests, in Holon, Israel Wednesday, Jan. 14, 2026. (AP Photo/Ohad Zwigenberg)

CORRECTS MONTH - A protester lights a cigarette off a burning poster of Iran's Supreme Leader Ayatollah Ali Khamenei during a demonstration in Berlin, Germany, in support of the nationwide mass protests in Iran against the government, Wednesday, Jan. 14, 2026. (AP Photo/Ebrahim Noroozi)

A protester burns an image of the Ayatollah Ali Khamenei with a cigarette during rally in support of the nationwide mass demonstrations in Iran against the government, Tuesday, Jan. 13, 2026 in Zuerich, Switzerland.(Michael Buholzer /Keystone via AP)