Kevin Hart, the renowned actor and comedian, is making strategic moves to ensure that his brand has a lasting impact beyond his Hollywood career. Hart recently entered into a comprehensive partnership with Authentic Brands Group (ABG), a major player in intellectual property licensing. This deal not only gives ABG the rights to the “Kevin Hart” brand but also allows Hart to become a shareholder in the company.
In a statement regarding the partnership, Hart expressed his vision for the collaboration, stating, “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.” He further emphasized his desire for the Hart name to endure for generations, signaling his intention to build a legacy that his family can take pride in.
Authentic Brands Group is known for collaborating with a variety of high-profile celebrities and public figures, including Shaquille O’Neal, David Beckham, and the estate of Muhammad Ali. The company has also secured licensing agreements for well-known brands in fashion and sports, such as Reebok and Champion. With a remarkable portfolio, ABG claims that it generates approximately $32 billion in annual retail sales across its brands on a global scale.
Jamie Salter, the Founder and CEO of Authentic, praised Hart as one of today’s most dynamic entertainers and entrepreneurs. He noted Hart’s exceptional creative vision and business acumen, which align with ABG’s strategy of building long-term, globally relevant brands. Corey Salter, President of Entertainment and International at Authentic, echoed this sentiment, stating that the partnership aims to expand Hart’s brand across new categories and international markets, thereby enhancing the entire ABG network.
This connection between Hart and ABG highlights a promising future as they work together to cultivate the “Kevin Hart” brand into a multifaceted entity that includes consumer products, digital platforms, and live experiences. In doing so, they aim to leave an indelible mark in the world of entertainment and beyond, showcasing the valuable potential of brand ownership in today’s landscape.