Kevin Hart is thinking far beyond Hollywood.
The actor, comedian, and entrepreneur has entered a wide-ranging strategic partnership with Authentic Brands Group, a move designed to ensure the Kevin Hart name continues to grow long after his on-screen career slows down. Under the agreement, Hart and Authentic will co-own and jointly manage the Kevin Hart brand, expanding it across new industries, platforms, and global markets.
The deal also makes Hart a shareholder in Authentic, which oversees a massive portfolio of more than 50 brands spanning sports, fashion, media, and entertainment. Collectively, those brands generate approximately $32 billion in annual systemwide retail sales worldwide and reach nearly one billion social media followers.
“This partnership is about acceleration, growth, and diversification,” Hart said 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. I want the Hart name to live on for generations.”
Authentic’s business model centers on scaling intellectual property through consumer products, digital platforms, licensing, hospitality, and live experiences—an approach that aligns with Hart’s expanding entrepreneurial footprint. His portfolio already includes Hartbeat Productions, Gran Coramino tequila, and partnerships with brands like Fabletics, reflecting a career that blends entertainment with ownership.
“Kevin is one of the most dynamic entertainers and entrepreneurs of our time,” said Jamie Salter, Founder, Chairman, and CEO of Authentic. “He understands the power of brand ownership and the opportunity to build something enduring.”
Corey Salter, President of Entertainment and International at Authentic, echoed that sentiment, noting that Hart represents the future of entertainment-driven IP with global relevance.
Hart now joins a growing list of high-profile figures aligned with Authentic, including Shaquille O’Neal, David Beckham, and the estate of Muhammad Ali. Together, Hart and Authentic plan to expand the Kevin Hart brand into new categories and experiences—positioning it not just as a celebrity name, but as a long-term business ecosystem built to last.
In short, Kevin Hart isn’t just protecting his brand—he’s architecting its future.