Kevin Hart is making a power move that extends far beyond the big screen. The entertainment heavyweight has officially partnered with Authentic Brands Group in a sweeping deal that hands the global IP firm licensing rights to his name.

Under the agreement, Hart will help steer the ‘Kevin Hart’ brand into new arenas, from consumer products and digital ventures to live experiences. The goal? Longevity. The deal will also position Hart as a shareholder and co-architect of his own legacy.

Authentic’s roster already includes cultural titans like, Shaquille O’Neal and David Beckham, making Hart’s addition a strategic win on both sides.

Speaking on the deal, according to The Hollywood Reporter Hart said:

“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.”