Global TikTok sensation Khaby Lame has entered a transformative strategic partnership and acquisition deal valuing his company, Step Distinctive Limited, at approximately $900 million, with the potential to reach $975 million, marking one of the most significant transactions ever involving a digital creator.
The deal involves Rich Sparkle Holdings, a US-listed company, which has acquired a stake in Step Distinctive Limited through a primarily all-stock transaction. Under the structure, Lame receives shares rather than an upfront cash payout, aligning his long-term interests with the growth of the combined entity.
“This is not about a quick exit,” Lame said in a statement. “It’s about building something lasting. I’m excited to take my brand to the next level as a business, not just as a social media presence.”
As part of the agreement, Rich Sparkle Holdings secures exclusive global commercial rights to Lame’s brand—including brand partnerships, licensing, and e-commerce—for an initial 36-month period. The move centralises the monetisation of Lame’s global influence, which spans hundreds of millions of followers across platforms.
The transaction also reshapes Lame’s role in the business. He will become a controlling shareholder in Rich Sparkle Holdings while continuing to lead Step Distinctive Limited, effectively transitioning from influencer to major equity stakeholder and business leader.
“Khaby represents a new category of global brand,” a Rich Sparkle Holdings spokesperson said. “This partnership allows us to scale that brand using technology, data, and infrastructure that traditional influencer models simply can’t match.”
A key pillar of the strategy is the development of an AI-powered ‘digital twin’ of Khaby Lame. The agreement authorizes the use of his likeness to create multilingual, 24/7 e-commerce and branded content, enabling constant global engagement.
“The AI initiative is about reach and accessibility,” Lame added. “It allows my message and creativity to connect with people everywhere, at any time, while still staying true to who I am.”
Industry observers say the deal highlights a broader shift in the creator economy, where top influencers evolve into scalable, tech-enabled enterprises. Projections tied to the integrated business model suggest it could eventually generate billions of dollars in annual sales, setting a new benchmark for how digital influence is converted into long-term enterprise value.
With this move, Khaby Lame cements his position not just as one of the world’s most recognisable creators, but as a pioneering figure in the next generation of creator-owned global businesses.
