Comedian and entrepreneur Kevin Hart is entering into a strategic partnership with the US-based Authentic Brands Group (Authentic). Under the agreement announced Tuesday, Hart will become a shareholder in Authentic, joining prominent partners such as David Beckham and Shaquille O’Neal.
The partnership positions the Kevin Hart brand within Authentic’s extensive lifestyle and entertainment platform, which generates $32 billion in annual retail sales and manages over 50 iconic brands. The goal is to expand Hart’s reach into new business areas and international markets. The aim is to use Authentic’s infrastructure to build a long-term business and sustainably secure the brand legacy.
“This partnership is about growth, acceleration and diversification,” says Hart. “Authentic provides me with the platform and global infrastructure to take my brand to the next level.”
Authentic CEO Jamie Salter emphasizes that Hart’s creative vision and cultural influence make him a valuable addition to the company’s portfolio.
Hart already has a broad business portfolio, including Hartbeat, a cross-platform media company, and HartBeat Ventures. He also holds stakes in Gran Coramino Tequila and VitaHustle Wellness. By working with Authentic, these companies gain access to a network of almost 2,000 license partners worldwide.
The move reflects Authentic’s strategy to specifically acquire and manage intellectual property – particularly brands that stand at the intersection of culture and commerce. With the addition of Hart to a portfolio that includes Reebok, Champion, and the estates of Elvis Presley and Marilyn Monroe, Authentic strengthens its position as a leading player in the global trademark market.
For Hart, the investment in Authentic represents a shift from classic celebrity endorsement deals to real brand ownership. “As a shareholder, I get to co-own some of the most iconic intellectual properties of all time,” he says. At the same time, he ensures that his own name “lives on for generations.”
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