Kevin Hart Partners With Authentic Brands Group To Build A Lasting Legacy
Kevin Hart has never been content with simply owning the stage. Now, the comedian and actor is making a bold move to ensure that Kevin Hart the brand has a life far beyond his Hollywood career.
This week, Hart announced a wide-ranging partnership with Authentic Brands Group (ABG), one of the most powerful players in global brand licensing. The deal grants Authentic the rights to Hart’s name and likeness, while positioning Hart as both a co-manager of the brand and a shareholder in the company. Together, Hart and ABG plan to expand the “Kevin Hart” brand into new cultural and commercial territories—spanning consumer products, digital platforms, and live experiences.
For Hart, the move is about scale and longevity.
“This partnership is about acceleration, growth, and diversification,” he shared in a statement. “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.”
More than just a business decision, Hart sees the partnership as a way to cement a multigenerational 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,” he added.
Authentic Brands Group has become synonymous with turning cultural icons into enduring global brands. The company’s portfolio includes partnerships with Shaquille O’Neal, David Beckham, and the estate of Muhammad Ali, as well as ownership of legacy names in fashion, sports, and media such as Reebok, Champion, Eddie Bauer, Prince, and Sports Illustrated. Across categories—from apparel and merchandise to digital media and even hospitality—Authentic says the brands under its umbrella generate roughly $32 billion in annual retail sales worldwide.
Jamie Salter, Founder, Chairman, and CEO of Authentic, emphasized Hart’s unique cultural weight. “Kevin is one of the most dynamic entertainers and entrepreneurs of our time. His creative vision, business instincts, and cultural impact are unmatched,” Salter said. “He understands the power of brand ownership and the opportunity to build something global and long-term.”
That vision extends beyond entertainment as we know it today. Corey Salter, President of Entertainment and International at Authentic, noted that Hart represents a new era of celebrity-driven intellectual property. “Kevin embodies the future of entertainment-led brands,” he said. “Together, we’ll expand his brand across new categories and geographies, strengthening the entire Authentic network.”
In an era where celebrity is increasingly intertwined with entrepreneurship, Kevin Hart’s latest move underscores a larger cultural shift: fame may open the door, but ownership is what keeps it open.
Photos Credit: Kevin Hart’s Instagram
