Kevin Hart, the actor, producer, and entrepreneur, has inked a strategic agreement with Authentic Brands Group (Authentic), the owner of Reebok, Quiksilver, Spyder, Billabong, Volcom, Roxy, RVCA, DC Shoes, Prince, Sperry, and Hunter, among many others, and joins the company’s roster of global influence partners across sports, culture and entertainment, which includes David Beckham and Shaquille O’Neal.
Through the agreement, Hart and Authentic will reportedly co-own and manage the Kevin Hart brand, scaling it across new verticals and markets through the company’s s brand platform. Hart also becomes a shareholder in Authentic, whose brand portfolio is said to include over 50 brands and generates $32 billion in annual systemwide retail sales worldwide.
“This partnership is about acceleration, growth and diversification,” commented 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. 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 business ventures include Hartbeat Productions, Gran Coramino, and Fabletics, among others, that “reflect his creative and commercial range.”
“Kevin is one of the most dynamic entertainers and entrepreneurs of our time,” said Salter. “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, added, “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.”
Authentic and Hart are expected to expand the Kevin Hart brand across consumer products, digital platforms, collaborations, and live experiences.
Images courtesy Authentic Brands Group (shown top right: Kevin Hart and Jamie Salter, Founder, Chairman and CEO of Authentic)
