Through the agreement, Hart and Authentic will co-own and manage the Kevin Hart brand, scaling it across new verticals and markets. The deal also sees Hart also becomes a shareholder in Authentic.

“This partnership is about acceleration, growth and diversification,” said Hart.

“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. 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.”

Hart’s portfolio includes ventures such as Hartbeat Productions, Gran Coramino, Fabletics and other businesses that reflect his creative and commercial range.

Jamie Salter, Founder, Chairman and CEO of Authentic, added: “Kevin is one of the most dynamic entertainers and entrepreneurs of our time. 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 global, long-term business. His investment in Authentic also reflects our mutual confidence and shared vision for that growth.”

Corey Salter, President of Entertainment and International at Authentic, said: “Our strategy has always been to partner with visionary leaders who are building brands with long-term global relevance. Kevin represents the future of entertainment-driven IP, and together we will expand his brand across new categories and geographies, strengthening the entire Authentic network.”

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