Pete Davidson made a surprise appearance in the premiere of Shark Tank season 17 to request a $500,000 investment for DoubleSoul, a sock company for which he serves as creative director. In a sneak preview of the episode, Davidson, 31, joined founder Ben Rosenbaum in the tank and asked the investors for four percent of the business.
Rosenbaum opened the pitch by identifying himself and then handing the floor to Davidson. "Hey, sharks. I'm Ben from New York," Rosenbaum said, and Davidson followed: "Hi, I'm Pete, and we are seeking $500,000 for four per cent for our company, DoubleSoul," according to People. The ask implies a $12.5 million post-money valuation for the company.
Davidson described DoubleSoul as a different kind of sock brand, distinguishing it from athletic or novelty offerings. "You know, you usually get socks in Foot Locker," he said in the preview. "There's that big bin. You get a 20 pack. They're kind of lifeless." Rosenbaum added that the product is neither an athletic sock nor a novelty sock, positioning DoubleSoul as a distinctive consumer option.
The appearance left several investors visibly surprised. Regular sharks Robert Herjavec, Lori Greiner and Kevin O'Leary, along with guest sharks Kendra Scott and Rashaun Williams, were shown reacting with astonishment as Davidson entered the tank. The segment aired as part of promotional material ahead of the season premiere.
Davidson's entry to the show comes amid public reports that he has a roughly $20 million net worth. The comedian, known for his work on Saturday Night Live, is also identified in the preview as a father-to-be. He is credited on camera as the brand's creative director rather than its primary founder.
DoubleSoul's pitch emphasized design and differentiation from mass-market sock assortments. On-screen explanations aimed to clarify the company's market position to the investors, who evaluate product, sales traction and growth potential in the tank.
Shark Tank has featured entrepreneurs from a range of industries and, at times, celebrities who leverage public profiles to spotlight brands. The season 17 premiere pairs Davidson and Rosenbaum for a televised negotiation that will reveal whether the sharks decide to invest in the company.
The episode airs as part of the new season's rollout. The sneak preview containing the exchange between Davidson, Rosenbaum and the investors was circulated ahead of the full episode, generating attention for the pitch and the unusual entrance by a high-profile entertainer.