Kevin Hart is no longer just playing the Hollywood game. He is redesigning the board so his name keeps earning long after the cameras stop rolling.
The comedian and actor has entered a major new chapter after signing a broad partnership with Authentic Brands Group, a heavyweight in global brand ownership and licensing. The agreement gives Authentic the rights to Hart’s name and intellectual property, while also making Hart a shareholder in the company. Together, they will oversee and expand the Kevin Hart brand across consumer products, digital spaces, and live experiences, pushing it far beyond film and stand-up.
“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 in a statement. “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.”
Authentic’s business model focuses on turning well-known names into multi-category powerhouses. Its roster includes Shaquille O’Neal, David Beckham, and the estate of Muhammad Ali, along with brands like Reebok, Champion, and Sports Illustrated. According to the company, its portfolio generates $32 billion in annual retail sales worldwide.
“Kevin is one of the most dynamic entertainers and entrepreneurs of our time,” said Jamie Salter. Corey Salter added that Hart’s vision aligns with Authentic’s goal of building long-term, globally relevant brands, signaling that this deal is about ownership, not just endorsement.
