Indian cricket icon Virat Kohli has officially announced his partnership with Agilitas Sports, a rising Indian sportswear startup, marking one of the most significant brand moves of his career. The announcement came on Monday, December 8, just days after he bagged the Player of the Series award in India’s 2–1 ODI triumph over South Africa. Kohli shared a promotional video on social media, confirming his association with the homegrown brand and setting the stage for a new phase in his off-field journey.
This collaboration follows Kohli’s decision earlier this year to end his long-standing and extremely lucrative partnership with PUMA. Instead of renewing his contract, Kohli opted to join Agilitas Sports as both investor and brand ambassador. The company is spearheaded by Abhishek Ganguly, former Managing Director of PUMA India and Southeast Asia, who played a key role in shaping Kohli’s earlier athleisure ventures.
Kohli’s original eight-year deal with PUMA, signed in 2017, was reportedly valued at ₹110 crore and resulted in the creation of his popular lifestyle-athleisure label, One8. Media reports suggest PUMA tabled a massive renewal offer—believed to be around ₹300 crore—but Kohli chose instead to support Agilitas, impressed by its vision and leadership.
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“Look, when the offer came through, and he (Ganguly) explained the force behind it—the manufacturing strength, the expertise, the people coming on board—I knew this could become something big. And I wanted to be part of it,” Virat Kohli said while speaking about the new venture. He emphasised that the project’s foundation rests on “fulfilling your potential,” further highlighting the brand’s made-in-India ethos.
Kohli’s involvement is more than symbolic. Regulatory filings indicate that he has invested approximately Rs 40 crore through Compulsorily Convertible Preference Shares (CCPS), giving him around a 1.94% stake in the company. This move elevates the 36-year-old from being merely the face of the brand to becoming a strategic stakeholder shaping Agilitas’ long-term direction.
Today marks the beginning of an exciting new chapter straight from my heart. A new journey begins for one8 and Agilitas, driven by purpose and ambition. Taking one8 home to Agilitas. pic.twitter.com/mZDoKitq2c
— Virat Kohli (@imVkohli) December 8, 2025
Under the partnership, Kohli’s One8 brand will now transition to Agilitas’ platform with plans for a revamped identity, fresh product lines in footwear and apparel, and an expanded retail footprint. Sources close to the development suggest the ambition is to take One8 international, positioning it as a global lifestyle brand in the coming years.
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Even as he steps into a deeper entrepreneurial role, Kohli continues to excel on the field. With two centuries and a fifty in the recent ODI series against South Africa, he reminded critics of his enduring class. Though now featuring solely in ODIs after retiring from Tests and T20Is, Kohli remains one of India’s most marketable and influential athletes, with his sights firmly set on the 2027 World Cup.
The former captain was spotted at Mumbai airport on Sunday and is expected to return to London, where he currently resides. He will be back later this month to participate in the Vijay Hazare Trophy before gearing up for India’s ODI series against New Zealand in January.
