How one company quietly owns the legacies of Elvis, Ali, and Marilyn Monroe
In short: Authentic Brands Group does not make products; it buys them. By acquiring the intellectual property of iconic celebrities and struggling fashion labels, the firm has built a massive licensing empire. From Reebok to Sports Illustrated, this platform manages the commercial identities of over 50 global brands and estates.
Founded in 2010 by Canadian entrepreneur Jamie Salter, Authentic Brands Group operates on a model of asset-light licensing. Rather than managing manufacturing or retail operations directly, the company acquires the intellectual property of brands and celebrity estates, then licenses those rights to operating partners worldwide. This strategy allows the firm to extract value from established cultural touchstones without the overhead of traditional production.
The company’s portfolio is a diverse collection of intellectual property. Early acquisitions included the likeness rights to Marilyn Monroe in 2011, followed by the estates of Muhammad Ali and Elvis Presley in 2013. Over the following decade, the firm expanded aggressively into fashion and sports, purchasing brands like Juicy Couture, Nautica, Aéropostale, and Reebok. By 2026, the company’s portfolio reached a scale where its total annual retail sales were estimated at approximately $38 billion globally.
The firm’s growth has been fueled by significant private equity backing. In 2021, after withdrawing a planned $1.5 billion initial public offering, the company secured a $12.7 billion valuation through private stakes sold to firms like CVC Capital and HPS Investment Partners. This capital has enabled a rapid pace of acquisitions, including the 2023 purchase of Boardriders—which encompasses brands like Quiksilver and Billabong—and the 2026 acquisition of a majority stake in the fashion brand Guess.
While the company focuses on brand management, its ventures sometimes face volatility. In 2024, the firm terminated its publishing agreement for Sports Illustrated, leading to widespread layoffs before relicensing the title to Minute Media. As of 2026, the company continues to evolve its business model, moving into live events through its Authentic Live division and continuing to partner with modern celebrities like Kevin Hart and Drake to manage their lifestyle brands.
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Sources
- Summary by Intellect · source: Authentic Brands Group
- Also: find-and-update.company-information.service.gov.uk — THE AUTHENTIC BRANDS GROUP LTD overview - Find and update company information - GOV.UK
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