We turn talent and creators into global brand owners
A licensing platform built for talent and creators
NXT partners with leading creators and talent to build culture-first, commercially scalable brands. We transform creative ideas into trend-driven products, global brand extensions, and long-term ownership opportunities —
not one-off collaborations.
Hero Brands’ platform currently delivers an Equity Talent Partner Reach (ETPR) of over 600 million followers, benefiting from a proven ecosystem that has grown global brands such as GDK, Sides and Don Beauty.
Talent led brand building
NXT amplifies the Hero Brands model by bringing creators directly into our ecosystem. It aligns with our culture-first philosophy, enriches our IP, and creates a powerful bridge between talent and creators, community, and commercially successful brands across our portfolio.
See our brands
Hands Down Coffee
By Khaby Lame
Hands Down is a lifestyle-driven coffee brand co-created with global creator Khaby Lame, offering simple, premium coffee bags crafted for flavour and everyday convenience.
Don Beauty
By Stefflon Don
A beauty and fragrance line from British rapper Stefflon Don, blending style and personality into premium scents and products that reflect her bold, modern aesthetic.
TEKS
By Ben Nuttall
TEKS, created with football freestyler Ben Nuttall and NXT, is a protein bar brand delivering high-performance nutrition built for active lifestyles, blending premium fuel with athletic inspiration.
Cloud One
By Michele Morrone
Crafted through an artisanal, labour-intensive process, Cloud One delivers a refined, celebratory experience that rivals the world’s finest champagnes — redefining sophistication, elegance, and luxury for those who choose intention without alcohol.
How it works
HERO NXT operates as an integral part of your business, employing a strategic approach and a deep comprehension of your goals. Our focus is on translating your brand’s essence into impactful licensing programs and other partnerships. With a valuable network encompassing licensees, retailers, and tailored financial and legal support, we guarantee the safeguarding and enhancement of your brand through our comprehensive services.
See our brandsHero Brands platform development support
Sides
Sides is a creator-led fast food brand founded by The Sidemen, built around bold flavour, community, and cultural relevance. Designed for a digital-first generation, Sides transforms the energy of their global audience into a modern food brand with real-world presence. Combining crave-worthy menus with accessible formats, Sides brings online influence into everyday life — creating shared experiences that live both on screen and on the street.
GDK
German Doner Kebab partners with NXT to activate culture through talent-led storytelling and strategic collaborations. Working with creators including DMO, Yiannimize, Ollie the Car Kid, and Chloe Ferry, NXT helps GDK reach new audiences and deepen relevance. The ecosystem also unlocks brand partnerships with Fast & Furious, The Wolf of Wall Street, and SE DONS Football Club, turning cultural influence into measurable engagement, commercial growth, and real-world impact.
Our executive board
Athif Sarwar
Chairman
Athif Sarwar is the Chairman of Hero Brands and runs his family’s extensive business portfolio. Athif is one of the UK’s largest independent franchisors.
Julian Bradford
Chief Executive Officer
As CEO of Buckingham Consulting, Julian has over twenty-five years of experience in the Retail, F&B and Entertainment sectors.
Ed Duah
Global Partnerships Director
Director of Brand Partnerships Eddie has over 16 years' experience in the sports and entertainment world as an agent.
John Spotts
Board Advisor
John leads Buckingham Consulting USA, North America, with exceptional leadership. His career includes successes with Woolrich, Eddie Bauer, and more.
Rob Stone
Board Advisor
Robert is a 30-year veteran in licensing, known for driving award-winning programmes and delivering standout brand partnerships. His client roster includes global names such as Coca-Cola, Laura Ashley, Baywatch and Arnold Palmer.
Walter Gbedze
Director of Talent Management
Walter has spent over a decade building successful businesses across fashion, music, and media. Driven by hard work, innovation, and an entrepreneurial spirit, he’s known for turning ideas into brands with real cultural impact and commercial momentum.