Kevin Hart is joining Shaquille O’Neal, David Beckham and Elvis Presley as part of the Authentic Brands Group family.
On Tuesday, the brand management and entertainment platform said it has created a strategic partnership with the comedian, actor and entrepreneur to co-own and manage the Kevin Hart brand.
Although the financial terms of the deal were not revealed, Hart has also become a shareholder in Authentic. As a partner with Authentic, the two will work to expand the Kevin Hart brand across consumer products and digital platforms and grow its reach through collaborations and live experiences, Authentic said.
Hart, who has 292 million social media followers, is chairman and chief executive officer of Hartbeat, a global multi-platform media company, and founder of HartBeat Ventures. He’s also a founding partner in three companies: the premium tequila brand Gran Coramino, the nutritional wellness firm VitaHustle and the premium dog food company Hartfelt. Hart’s brand partnerships include Qatar Airways, Fabletics, Netflix, NBCUniversal, JPMorganChase, DraftKings, Verizon, SharkNinja and C4 Energy.
“This partnership is about acceleration, growth and diversification. I’ve spent years building businesses and creating opportunities, and joining Authentic gives me the platform and global infrastructure to take my brand to the next level,” Hart said. “Becoming a shareholder allows me to co-own some of the most recognizable IP of all time while building my own brand legacy. I want the Hart name to live on for generations to come and be something that my grandkids and their grandkids will be able to be proud of.”
“Kevin is one of the most dynamic entertainers and entrepreneurs of our time,” said Jamie Salter, founder, chairman and CEO of Authentic. “His creative vision, business instincts and cultural impact are unmatched. Kevin sees what we see: the power of brand ownership and the opportunity to build a global, long-term business. His investment in Authentic also reflects our mutual confidence and shared vision for that growth.”
Corey Salter, president of entertainment and international at Authentic, added, “Our strategy has always been to partner with visionary leaders who are building brands with long-term global relevance. Kevin represents the future of entertainment-driven IP, and together we will expand his brand across new categories and geographies, strengthening the entire Authentic network.”
Authentic owns and operates more than 50 brands including Reebok, Champion, Shaquille O’Neal, David Beckham, Sports Illustrated, Elvis Presley, Marilyn Monroe, Brooks Brothers and Nautica that are estimated to generate more than $32 billion in annual retail sales.
