Key Points:
- Historic move: Virat Kohli ends his eight-year association with Puma, rejecting a ₹300 crore renewal offer.
- New partnership: Kohli joins Agilitas, a homegrown athleisure brand founded by former Puma India MD Abhishek Ganguly, as an investor and brand ambassador.
- Global ambitions: Kohli aims to transform his One8 brand into a global sportswear powerhouse.
- Strategic shift: This decision aligns with Kohli’s vision to support Indian ventures and create an aspirational sportswear identity.
New Delhi: Indian cricket icon Virat Kohli has made headlines by rejecting a massive ₹300 crore deal from German sportswear giant Puma. This decision marks the end of his eight-year partnership with the brand, which began in 2017 with a landmark ₹110 crore contract. Kohli is now shifting his focus to Agilitas, a homegrown athleisure startup founded in 2023 by Abhishek Ganguly, former Managing Director of Puma India and Southeast Asia.
This bold move comes as Kohli aims to expand his lifestyle and athleisure brand One8 into a global sportswear identity. Agilitas will play a pivotal role in scaling One8’s operations, including launching new stores and expanding its reach beyond India.
The End of an Era: Kohli’s Partnership with Puma
Kohli’s association with Puma was groundbreaking in Indian sports marketing. During the partnership, he spearheaded major campaigns and launched the One8 product line, which significantly boosted Puma’s presence in India’s sportswear market. Despite this success, Kohli chose not to extend the partnership, citing his ambition to build a global brand from India.
Highlights of the Partnership:
- Landmark ₹110 crore deal signed in 2017.
- Launch of One8 sneakers and apparel collections.
- Iconic campaigns that reshaped Puma’s market strategy in India.
Puma confirmed the end of the partnership, wishing Kohli success in his future endeavors. The brand emphasized its commitment to investing in the next generation of athletes and building India’s sporting ecosystem.
Agilitas: The New Chapter for Kohli
Founded by Abhishek Ganguly, Agilitas has quickly established itself as a promising player in the athleisure market. The company secured ₹100 crore funding from Nexus Venture Partners in 2023 and acquired licensing rights for Italian sports brand Lotto across India, Australia, and South Africa. With Kohli on board as an investor and ambassador, Agilitas plans to relaunch One8 with a new brand identity and expanded product lines.
Agilitas’ Vision for One8:
- Create India’s first aspirational global sportswear brand.
- Expand footwear and apparel collections.
- Open exclusive stores in major cities like London, Dubai, and New York.
A source close to the development stated, “It’s all about turning One8 into a global brand—footwear and sportswear. India does not have an aspirational sportswear brand.”
Strategic Shift: Supporting Indian Ventures
Kohli’s decision reflects a strategic shift toward supporting Indian startups over international giants. By partnering with Agilitas, he aims to contribute to the growth of India’s sportswear industry while fulfilling his vision of scaling One8 globally.
What Lies Ahead?
An official announcement regarding Kohli’s partnership with Agilitas is expected during IPL 2025. Fans eagerly await updates as Kohli continues to redefine his legacy off the field through entrepreneurial ventures.
Virat Kohli’s decision marks a significant milestone in his entrepreneurial journey as he transitions from being a brand ambassador to building his own empire in the global sportswear market. Fans and industry experts alike are watching closely as this new chapter unfolds!
