Comedian and Creative Director Pete Davidson Enters the Tank in Season 17 Premiere to Secure Investment for His Everyday Sock Brand
In an exclusive first look at the highly anticipated season 17 premiere of ABC’s Shark Tank, comedian and Saturday Night Live alum Pete Davidson, 31, is set to make a surprising appearance alongside DoubleSoul founder Ben Rosenbaum. The duo will brave the scrutiny of the Sharks, seeking a substantial investment to propel their innovative sock brand forward.
Davidson, who serves as the creative director for DoubleSoul, entered the iconic Tank to a visibly astonished panel of Sharks. “Hey, Sharks. I’m Ben from New York,” Rosenbaum began, before Davidson, with characteristic candor, cut straight to the chase: “Hi, I’m Pete, and we are seeking 500 grand for 4% for our company, DoubleSoul.” The significant ask of $500,000 for a 4% equity stake immediately set the stage for a high-stakes negotiation. Observing the pitch were veteran Sharks Robert Herjavec, Lori Greiner, and Kevin O’Leary, joined by guest Sharks Kendra Scott and Rashaun Williams.
The premise behind DoubleSoul aims to revolutionize the everyday sock market. Rosenbaum recounted the brand’s inception, stating that prior to DoubleSoul, “buying socks felt like a major compromise.” Davidson elaborated on this sentiment, critiquing the current landscape: “You know, you usually get socks in Foot Locker. There’s that big bin. You get a 20-pack. They’re kind of lifeless.” DoubleSoul positions itself as a unique hybrid, distinct from both athletic and novelty socks, striving to be “the perfect everyday sock” by combining the best elements of both worlds.
Davidson’s journey with DoubleSoul began a couple of years ago, not through a formal business proposal, but organically. Known for his candid humor, he shared his initial skepticism: “I get sent a lot of crap, and I usually give it to my cousins.” However, the DoubleSoul product quickly won him over. “I got sent DoubleSoul [socks] a couple years ago, and I had to meet the team, and I wanted to be involved immediately.” His passion for the brand is evident, having previously told W Magazine in 2024, “They’re comfy and sexy, and the name is cool… But everyone needs socks. Socks are an afterthought: You get a 20-pack at Foot Locker, or you’re going to the gas station and buying Barbie socks, or socks with burgers on them.” This personal endorsement underscores his belief in filling a genuine gap in the market.
As the pitch concluded, Rosenbaum invited the Sharks to experience the product firsthand: “Alright, Sharks, we picked out some great pairs for you guys to try. Excited to see what you guys think.” Whether Davidson and Rosenbaum successfully secure a deal and walk away with the half-million-dollar investment remains a mystery until the season 17 premiere.
Davidson’s appearance marks him as the latest in a growing list of celebrities to grace the Shark Tank stage. Previous notable pitches include talk show host Jimmy Kimmel, who famously pitched twice, as well as appearances by Seth McFarlane, David Schwimmer, and Sopranos actor Vinnie Pastor. The show has also seen family ventures, such as former NFL player Rob Gronkowski and his brothers pitching their company IceShaker, and Maria Shriver with her son Patrick Schwarzenegger for their protein bar brand, MOSH. Athletes like Metta World Peace, Bill Walton, Antonio Brown, and Brandon Jacob have also tried their luck in the Tank.
Tune in to the Shark Tank season 17 premiere on Wednesday, September 24, at 10 pm ET/PT on ABC to see if Pete Davidson and Ben Rosenbaum can convince the Sharks that DoubleSoul is worth the investment.
