Kevin Hart, the actor and comedian, wants the Kevin Hart brand to survive his career in Hollywood.
Hart signed a high-profile deal with Authentic Brands Group on Tuesday, giving the intellectual property licensing giant the rights to his name, with Hart becoming a shareholder in the company. Hart and ABG will co-manage the “Kevin Hart” brand, introducing it to new verticals and business sectors, including consumer products, digital platforms and live experiences.
“This partnership is about acceleration, growth and diversification. I have spent years building businesses and creating opportunities, and joining Authentic gives me the platform and global infrastructure needed to take my brand to the next level,” Hart said in a statement. “Becoming a shareholder allows me to own some of the most recognizable intellectual properties of all time while building my own brand legacy. I want the Hart name to endure for generations to come and be something my grandchildren and their grandchildren can be proud of.”
Authentic has deals with other celebrities and public figures, including Shaquille O’Neal, David Beckham and the estate of Muhammad Ali, as well as deals with brands in the fashion and sports world, including Reebok, Prince, Champion, Eddie Bauer and Sports Illustrated.
The company leverages its brands to create new products and merchandise, as well as license them for uses in digital media, hospitality, and other areas (there are Sports Illustrated resorts, for example). Authentic says the brands it controls generate $32 billion in annual retail sales worldwide.
“Kevin is one of the most dynamic artists 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 long-term global business. His investment in Authentic also reflects our mutual trust and shared vision for this growth.”
Corey Salter, President of Entertainment and International at Authentic, added: “Our strategy has always been to partner with visionary leaders who build brands with long-term global relevance. Kevin represents the future of entertainment-driven intellectual property, and together we will expand his brand into new categories and geographies, strengthening the entire Authentic network.”
