Mumbai, April 13, 2025 – Cricket superstar Virat Kohli has made a bold business move by ending his long-standing ₹110 crore endorsement deal with global sportswear giant Puma to invest in Agilitas Sports, an Indian startup with ambitions to become a global player in athletic wear.
Why Kohli Made the Switch
Kohli, known for his strategic mindset both on and off the field, has partnered with Abhishek Ganguly, former Managing Director of Puma India and Southeast Asia, who founded Agilitas in 2023. The duo aims to build a world-class Indian sportswear brand that competes internationally.
- One8 Integration: Kohli’s personal brand, One8, launched in 2017, will now be expanded under Agilitas, with plans for wider retail distribution in India and overseas.
- Investor Interest: Agilitas has already secured over ₹530 crore from major investors, including Convergent Finance and Nexus Venture Partners.
- Strategic Acquisitions: The startup owns the license for Italian brand Lotto in India, Australia, and South Africa and has acquired Mochiko Shoes, a sports footwear manufacturer.
Puma’s Response
Puma India confirmed Kohli’s departure, stating:
"PUMA India confirms the end of its longtime partnership with Virat Kohli. We wish him the best and cherish the outstanding campaigns and collaborations over the years."
Kohli’s Vision: Beyond Business
Sources close to the deal reveal that Kohli’s decision aligns with his purpose-driven approach. In 2017, he dropped a Pepsi endorsement over health concerns, and now, he’s focusing on homegrown talent and Indian manufacturing.
“Virat isn’t just investing money—he wants to create a legacy, an Indian brand that stands tall globally,” said an insider.
What’s Next for Agilitas?
With Kohli’s star power and Ganguly’s industry expertise, Agilitas is poised to disrupt the sportswear market. The brand plans to:
- Expand One8’s product line
- Strengthen Lotto’s presence in key markets
- Boost domestic manufacturing through Mochiko
This move signals a growing trend of Indian athletes backing local brands, challenging global giants in the sportswear arena.
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