Virat Kohli has chosen to end his lucrative eight-year partnership with Puma, opting for a new direction in his career. Instead of accepting a Rs 300-crore deal, he plans to invest in Agilitas Sports, a budding Indian sportswear startup. This move reflects Kohli’s ambition to create and develop his brand, One8, independently.
India’s batting stalwart Virat Kohli has decided to end his eight-year endorsement deal with Puma as he is looking to venture into the boardroom to diversify his portfolio. Kohli chose not to take the Rs 300-crore deal, instead, he is looking to invest in Agilitas Sports, a new Indian sportswear startup, a report in Financial Express said.
Kohli’s decision to back an Indian company hints at his future plans, where he is not just looking to lend his name but to build a brand from scratch.
In 2017, Kohli signed one of Indian sport’s most talked-about deals — an eight-year contract with Puma, reportedly worth Rs 110 crore. But it wasn’t just a typical endorsement. The collaboration led to the launch of his own brand, One8, in partnership with Puma, which grew into a Rs 250 crore business, offering everything from athleisure wear to footwear under the ‘Puma One8’ label.
Now, with that deal officially wrapped up, Kohli is taking One8 independent, repositioning it as a standalone brand. This time, the platform backing it is Agilitas. But there’s a twist: Kohli isn’t just the face of Agilitas, he’s also putting his money into it as an investor.
About Agilitas
Agilitas is a fast-growing sportswear and lifestyle startup founded in 2023 by Abhishek Ganguly, former MD of Puma India and Southeast Asia. Backed by Rs 600 crore in funding from Convergent Finance and Nexus Venture Partners, the company has already made strategic moves like acquiring Mochiko Shoes, a key Indian sports footwear manufacturer.
