In a defining moment for the Indian sportswear landscape, cricket icon Virat Kohli has officially ended his long-standing association with Puma, opting to invest in and partner with a homegrown sportswear start-up Agilitas Sports. This decision marks a historic shift in Kohli’s brand strategy as he seeks to elevate his lifestyle and athleisure brand, one8, into a global powerhouse.
The End of a Rs 110-Crore Era
Kohli had been the face of Puma in India since 2017, under a landmark eight-year endorsement deal reportedly worth ₹110 crore. The association was notable not just for its size but for how it positioned Puma in India’s sportswear market. From cricket gear to urban streetwear collaborations, Kohli’s influence shaped Puma’s identity among younger consumers.
However, despite Puma reportedly offering an extended ₹300 crore renewal for another eight years, Kohli chose not to renew the deal.
Puma, in an official statement, acknowledged the development:
“Puma wishes Virat the best for his future endeavours… It was a wonderful association with him spanning several years, outstanding campaigns, and path-breaking product collaborations,” a spokesperson said.
Why Agilitas? The Strategic Turn
Kohli’s next move is more than a brand endorsement—it’s a calculated entrepreneurial leap. He is now onboard as an investor with Agilitas Sports, a sportswear company co-founded in 2023 by Abhishek Ganguly, the former Managing Director of Puma India and Southeast Asia.
Agilitas recently acquired long-term licensing rights for the Italian sports brand Lotto in India, Australia, and South Africa, signalling global ambitions. The start-up aims to blend technology, sustainability, and performance in a new wave of sportswear innovation, and Kohli’s investment and influence are expected to fast-track this mission.
Strengthening the One8 Vision
This pivot is part of Kohli’s broader plan to expand his lifestyle brand, one8. Originally launched in partnership with Puma, one8 features a mix of fashion-forward athleisure, perfumes, and accessories. Now, Kohli intends to position one8 as an independent global brand rooted in Indian ethos but designed for a global audience.
Kohli has already begun the transition on social media. In a move that caught fans’ attention earlier this week, he removed all branded posts from his Instagram grid, shifting promotional content to reels and leaving his grid focused solely on personal content and one8-related updates.
This subtle but significant repositioning underscores the seriousness of his brand strategy and the desire to build one8 beyond the shadow of any external corporate partnership.
A Cultural and Commercial Shift
Kohli’s decision to step away from one of the world’s top sportswear brands in favour of a start-up is symbolic of a growing trend among Indian celebrities: choosing equity and entrepreneurship over endorsement. As cricket legends like MS Dhoni, and entertainment icons such as Deepika Padukone and Alia Bhatt increasingly invest in start-ups, Kohli’s move adds weight to the idea of a self-owned legacy.
Moreover, by aligning with Agilitas helmed by a seasoned sportswear executive and strategically positioned to scale globally, Kohli is not merely investing capital but bringing with him a ready consumer base, global visibility, and a tested brand in one8.
What This Means for Indian Athleisure
The Indian sportswear and lifestyle industry may enter a new era as a result of Kohli’s transition. It supports the idea that domestic brands, supported by strategy, innovation, and credibility, can grow internationally. Kohli is betting on a cultural movement to reimagine athleisure with Indian roots with Agilitas, not just a business.
As the IPL 2025 season unfolds, fans can expect the formal announcement of this collaboration. But the signal is already clear: Kohli is ready to script his next innings not just on the field, but in the global business of sport and style.
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