India’s cricket maestro, Virat Kohli, is set to conclude his 8-year association with Puma India and embark on a new journey with Agilitas Sports, where he will not only serve as the brand ambassador but also acquire stakes in the company, as per reports from CNBC TV18. This significant move marks the conclusion of a longstanding partnership between Kohli and Puma, which commenced in 2017 with a monumental ₹110 crore deal.

Expressing his thoughts on joining Puma back in 2017, Kohli stated, “It’s a privilege to be part of a great list of athletes that Puma has. Not just today’s icons like Usain Bolt but also the brand’s rich history with Pele, Maradona, Thierry Henry, and others.”

The transition to Agilitas Sports positions Virat Kohli as the fresh face of the brand founded by former Puma India Managing Director, Abhishek Ganguly. Kohli is not only slated to endorse Agilitas Sports’ products but will also become a stakeholder in the burgeoning company.

Virat Kohli all set to end his 8 year contract with Puma.

With Puma, he became the first Indian sports player to sign over Rs 100 crore contract with a single brand. pic.twitter.com/0rCZ1Fklng

— Kausthub Gudipati (@kaustats) February 7, 2024

Of note, Abhishek Ganguly, now at the helm of Agilitas Sports, was part of the Puma India team when Virat Kohli initially joined forces with the brand. Back in 2017, Ganguly praised Kohli for transforming the perception of fitness in Indian cricket and lauded his impact on reshaping the sport in the millennial culture.

Agilitas Sports, established by Ganguly in May 2023, has rapidly gained momentum, securing a substantial ₹100 crore funding from Nexus Venture in a testament to its growing influence in the sports industry. Abhishek Ganguly shared that the funds would be channeled into enhancing manufacturing capabilities and introducing new sportswear brands, potentially through acquisitions or partnerships with both global and local entities.