Social media star Khaby Lame has sold his company, Step Distinctive Limited, in an all-stock deal valued at $975 million. The agreement marks a major move for the creator, combining business growth with strategic partnerships.
The deal involves a partial acquisition and partnership with Rich Sparkle Holdings. Under the terms, Rich Sparkle will hold exclusive rights to Khaby Lame’s commercial activities in Italy and Senegal for at least 36 months. These rights include endorsements, licensing, e-commerce ventures, and brand collaborations linked to his global presence.
As part of the transaction, Khaby Lame will become a controlling shareholder in Rich Sparkle Holdings. This gives him both equity control and a creative leadership role, positioning him at the forefront of the company’s strategic direction. Rich Sparkle estimates that the partnership could generate over $4 billion in annual sales, reflecting the massive scale of Lame’s influence.
With roughly 360 million social media followers worldwide, Lame has also approved the creation of an AI-powered digital twin. This virtual replica, based on his facial features, voice, and behavior, will allow the production of multilingual content and virtual livestreams without his constant physical presence. The digital twin is part of a growing trend in AI-driven content creation and creator-led commerce.
Rich Sparkle described the agreement as transformative. “This is not just an equity acquisition, but a revolution in the global content e-commerce model,” the company stated. Experts say the deal highlights how top-tier influencers like Khaby Lame are using technology and ownership structures to expand beyond traditional sponsorships.
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The move demonstrates the evolving role of social media creators as entrepreneurs. By combining equity stakes, AI technology, and global partnerships, Khaby Lame sets a new standard for influencer-driven business models. Fans and industry observers are watching closely as he pioneers this innovative approach to content, branding, and digital commerce.
