Virat Kohli ended his partnership with Puma, marking a major shift in his branding journey. The renowned Indian cricketer had partnered with the international sportswear brand since 2017, under a deal valued at around ₹110 crore one of the largest endorsement contracts in the history of Indian sports at that time.
Although Puma presented him with a new contract reportedly worth ₹300 crore, Kohli opted not to renew. He aims to concentrate on developing and expanding his sportswear label, One8, which was previously operated under the Puma brand.
Now, Kohli has joined hands with Agilitas Sports, a rising Indian sportswear startup founded by Abhishek Ganguly, the former Managing Director of Puma India and Southeast Asia. This new partnership gives Kohli more control and freedom to develop One8 as a truly independent and global brand. Agilitas is a new player in the sports and lifestyle market but is already making big moves. The company has acquired long-term rights to the Italian sports brand Lotto in India, Australia, and South Africa. With experienced leadership and big ambitions, Agilitas plans to compete with top global brands like Nike, Adidas, and Puma.
By teaming up with Agilitas, Kohli wants to take One8 to the next level not just as a fashion label, but as a full-fledged sportswear and lifestyle brand. He hopes to use his global influence and Agilitas’ business expertise to make One8 a household name, both in India and around the world.
This decision is not just about fashion it reflects Kohli’s long-term vision as an entrepreneur. He wants to promote Indian talent, encourage local manufacturing, and make a mark on the international sportswear scene.
Puma India confirmed the split and wished Kohli the best. In an official statement, the company said, “It was a wonderful association spanning several years, many outstanding campaigns, and path-breaking product collaborations. We wish Virat the best for his future endeavors.”
