Good Guys Finish First (GGFF) is a legacy brand founded by NBA All-Star Mike Conley, built around the belief that strong competition and good character belong together. The brand promotes sportsmanship, teamwork, integrity, and excellence, encouraging athletes, fans, and everyday competitors to consider how they win as well as whether they win. Conley’s career reflects this ethos: he holds the record for the most NBA Sportsmanship Awards, has been named NBA Teammate of the Year twice, and has recorded no technical fouls.

GGFF shares its message through media and merchandise, including episodes and a range of apparel and accessories. Its Classic Collection features hoodies, sweatpants, crewnecks, T-shirts, caps, hats, and socks, with designs presented as comfortable essentials that bring sportsmanship together with style. The brand’s content and products aim to inspire people to approach sport and everyday challenges with a competitor’s mindset while acting with integrity. Through GGFF, Conley’s legacy becomes a platform for a positive message about character, teamwork, and lasting success, on the court and beyond.