Comedian Kevin Hart is bringing some additional financial muscle to supplement maker Nutrabolt.
The 41-year old entertainer, who’s films have grossed over $1 billion worldwide, has taken an equity stake in Nutrabolt, the parent company of fast-rising energy drink and powder brand C4. The size of the investment was not disclosed.
“After 5 years, we’re finally making this official,” read a Tweet posted from Hart’s account Tuesday morning.
Hart told CNBC that the investment “isn’t a promo opportunity.”
“This isn’t just an ambassador play,” he told the network. “This isn’t one foot in, one foot out. This is really about merging my real lifestyle with a product that I genuinely use.”
According to Nutrabolt CEO Doss Cunningham, the company’s relationship with Hart began after his personal trainer Ron ‘Boss’ Everline, an existing athlete partner for C4, introduced him to the product. After learning about Hart’s affinity for the brand, Cunningham started to discuss formalizing a business relationship with the comedian last year.
In addition to his financial investment, Hart is set to play a leading role in the brand’s consumer-facing messaging as Nutrabolt’s global brand ambassador. Cunningham said that details around C4’s marketing strategy are still being finalized, but the company will look to develop a variety of content highlighting moments where Hart is “organically using C4 as a tool to keep him fueled and going.”
“Kevin’s a creative genius,” he said. “We want our fans to be able to really experience the brand through his eyes and his storytelling so they can understand what the brand means to him.”
Hart was an investor in hydration supplement Liquid I.V., which was acquired by Unilever in September. He has also backed Detroit-based beverage company Ellis Island Tea last year.