Rich Sparkle Holdings, a U.S.-listed firm, has purchased a partial stake in Khaby Lame’s company, Step Distinctive Limited, for $975 million. This comes as part of a major strategic partnership aimed at expanding Lame’s commercial ventures globally.
Under the agreement, Rich Sparkle, through its operating partners, gains exclusive control over Lame’s worldwide commercial activities for an initial period of three years (36 months).
The new rights cover brand partnerships, endorsements, licensing, and e-commerce. Rich Sparkle estimates that this all-in-one structure, which manages traffic, order fulfillment, and operations using proprietary technology, could generate over $4 billion in annual sales once fully put into place, according to Africa Business Insider.
The agreement makes Lame an equity stakeholder and controlling shareholder in Rich Sparkle Holdings. This new position transforms him from a creative collaborator into a direct partner in the commercial framework developed to support his brand.
The company called the deal a “revolution in the global content e-commerce model,” not just a simple acquisition. It claimed that merging a US-listed platform with globally recognized content and supply chain expertise would create significant value for shareholders.
The commercial strategy is set to launch in the United States, the Middle East, and Southeast Asia, with a three-year execution plan. To facilitate this, Rich Sparkle is partnering with Anhui Xiaoheiyang Network Technology Co., Ltd., a China-based content commerce operator known for its expertise in large-scale, creator-driven e-commerce.
Under the agreement with Rich Sparkle Holdings, the content creator keeps 49 percent of his company and long-term control.
The agreement also permits the creation of an AI-powered digital twin of Lame. This digital double will allow for the regulated use of his facial features, voice patterns, and characteristic behavioral cues, extending beyond traditional commercial applications.
The strategy centers on valuable partnerships with brands and developing shared intellectual property (IP), particularly in beauty, fragrance, and fashion. Rich Sparkle anticipates this evolution will also drive multilingual content, virtual live events, and continuous, round-the-clock audience engagement.
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Lame was a factory worker who became unemployed when the Covid-19 pandemic started in 2020. Today, the Senegalese-Italian content creator has achieved global fame with his silent, simple videos that humorously expose complicated “life hacks.”
The wordless nature of his content has been key to rapidly building a large, culturally diverse following by effortlessly overcoming language barriers.
He told People in 2025, “Before TikTok, I was working in a factory. I had a lot of different jobs.” “I was helping support my family—three little brothers, one older brother, and my parents. Then my world changed completely. It’s a whole different life now,” he said.
“When I discovered TikTok during COVID, I was making videos for fun. It was a way for all of us to step outside of all the things that were going on in the world,” Lame told the outlet. “I was just there trying to make people laugh. It wasn’t something that I expected to be my form of work in the future.”
He currently has an estimated 360 million followers across social media platforms, making him one of the most influential digital figures in the world and a rare example of a truly global creator reach.
READ ALSO: Khaby Lame is now the highest-paid Black content creator as his income rises
