Virat Kohli, one of India’s most iconic cricketers and a global sports personality, is turning a fresh page in his brand journey. After an eight-year-long association with the German sportswear giant Puma, Kohli is all set to join hands with Indian sportswear and athleisure startup Agilitas as both an investor and brand ambassador. The deal is being seen as a significant step toward building a homegrown global brand with deep Indian roots.
An official announcement is expected during IPL 2025, where Kohli is currently donning the Royal Challengers Bengaluru jersey. The league concludes on May 25, and the partnership is likely to be revealed around that time. Kohli’s decision comes after an incredibly successful INR 110 crore deal with Puma that began in 2017, making it one of the most high-profile athlete-brand collaborations in the country. While Puma did express interest in extending the deal, Kohli had his eyes set on a more visionary goal—developing a global brand from India.
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Agilitas was founded in 2023 by Abhishek Ganguly, the former MD of Puma India and Southeast Asia. The company has quickly made headlines, having raised INR 100 crore in funding and securing licensing rights for the Italian brand Lotto in India, South Africa, and Australia. Kohli’s involvement will also include an equity stake, reflecting a deeper, more strategic commitment.
#BREAKING 🚨 Virat Kohli ends his 8-year partnership with Puma. He’s now backing Agilitas Sports to take his #One8 brand global.
Kohli’s building more than innings now — a lifestyle empire. @suneeratweets @livemint @venkatananth
— Gauraav Laghate (@gaurav_laghate) April 10, 2025
A major part of this new alliance will involve scaling Kohli’s existing lifestyle brand One8. With Agilitas steering its expansion, the brand is set for a major relaunch—complete with a fresh identity aimed at transforming it into India’s first aspirational global sportswear name. The vision is bold: footwear, apparel, and athleisure designed in India, for the world.
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Sources suggest Kohli has already begun transitioning, as he recently removed all brand-related promotions from his Instagram grid—a move interpreted as part of a larger digital rebranding strategy ahead of the formal announcement.
With this bold shift, Kohli isn’t just endorsing a brand—he’s helping build one from the ground up, blending entrepreneurship with athletic influence, and aiming to leave a lasting legacy beyond cricket.
