Shark Licensing Origin
From Cultural Disruptor to Licensing Powerhouse
Shark Licensing was born from decades of real-world brand-building experience — not from theory, but from execution at the highest level.
After turning FUBU into a global cultural icon and spending over 17 seasons on Shark Tank, Daymond John saw a pattern: great brands with massive potential were hitting ceilings because they lacked the strategic infrastructure to scale. They needed more than capital — they needed a network, a roadmap, and executional muscle.
Enter Bernt Ullmann, the “man behind the brands,” responsible for over $6 billion in licensed brand revenue. As Daymond’s longtime business partner and licensing strategist, Bernt had helped transform celebrity ideas into global empires.
Together, they created Shark Licensing — a full-service licensing agency designed to define, unlock, and scale brands across retail, DTC, Amazon, live selling, and more. The goal was clear: make elite licensing accessible to the most promising IPs, products, and personalities — and do the heavy lifting to turn vision into revenue.
Whether you’re a celebrity founder, legacy brand, or disruptive startup — if you have a great product and a clear story, Shark Licensing can help you scale it with purpose and precision.