Kevin Hart Signs With Authentic Brands, Joining Ali, Shaq, Elvis, Marilyn Monroe
Tuesday, January 6, 2026 at 05:26PM By Barry Janoff
Photo: Authentic BrandsJanuary 6, 2026: Kevin Hart, usually associated with comedy, acting and entrepreneurial activities, can now be associated with Elvis Presley, Marilyn Monroe, Muhammad Ali, Shaquille O'Neal, David Beckham, Aeropostale, Nautica, Quiksilver and Juicy Couture.
Hart has signed a strategic partnership with Authentic Brands Group. a global sports, media, entertainment and lifestyle platform. Hart also becomes a shareholder in Authentic.
Through the agreement, “Hart and Authentic will co-own and manage the Kevin Hart brand, scaling it across new verticals and markets through Authentic's innovative brand platform.”
Financial terms were not shared.
"This partnership is about acceleration, growth and diversification," Hart said via Authentic Brands Group. “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 his multi-media comany, Hartbeat; and such ventures as premium tequila brand Gran Coramino, nutritional wellness brand VitaHustle and premium dog food company Hartfelt.
Hart's brand partnerships include Qatar Airways, Fabletics, Netflix, NBCUniversal, JPMorganChase, DraftKings, Verizon, SharkNinja and C4 Energy.
Since 2002, he has appeared in more than 100 movies and TV shows, which have grossed more than $4.23 billion in global revenue, according to Authentic Brands Group. In 2024, Hart received the Kennedy Center's annual Mark Twain Prize for American Comedy.
"Kevin is one of the most dynamic entertainers and entrepreneurs of our time," Jamie Salter (pictured above), Authentic founder, chairman and CEO, said via the company.
“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."
Authentic's portfolio spans more than 50 brands and reaches nearly one billion social media followers.
Its roster includes Reebok, Champion, Shaquille O'Neal, David Beckham, Kevin Hart, Sports Illustrated, Elvis Presley, Muhammad Ali, Marilyn Monroe, Aéropostale, Nautica, Eddie Bauer, Lucky Brand, Nine West, Brooks Brothers, Juicy Couture, Vince Camuto, Izod, Van Heusen, Dockers, Ted Baker, Hart Schaffner Marx, Vince, Barneys New York, Judith Leiber, Quiksilver, Spyder, Billabong, Volcom, Roxy, RVCA, DC Shoes, Prince, Sperry and Hunter.
According to Corey Salter, president of Entertainment and International at Authentic, via the company, “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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