Indian cricket superstar Virat Kohli announced his partnership with Indian sportswear startup Agilitas Sports on Monday, December 8. Days after winning the Player of the Series award in India’s 2-1 ODI series win over South Africa, the batting great confirmed the partnership with a video on social media.
Earlier this year, Virat Kohli ended his long-term association with sportswear giant PUMA, instead signing on as an investor and brand ambassador with Indian sportswear startup Agilitas Sports, founded by Abhishek Ganguly, former Managing Director of Puma India and Southeast Asia.
Kohli’s original deal with Puma, signed in 2017, was reportedly worth Rs 110 crore. The eight-year partnership saw the launch of his lifestyle-athleisure label One8 under Puma’s umbrella.
Media reports suggested that Kohli rejected a substantial renewal offer from Puma — reportedly around Rs 300 crore, in order to back Agilitas.
“Look, when the offer came through and he (Ganguly) made me understand the force behind it, the manufacturing capabilities, the expertise that he has, and the kind of people that were going to come on board, I thought this could become something big and of course, I wanted to be a part of it,” Kohli said.
“This has been designed by people of our own, made here. But, I think the foundation of this whole process is fulfilling your potential,” he added.
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With the shift, Kohli isn’t just becoming a face of Agilitas, he is reportedly making a significant equity investment. Regulatory filings suggest his initial input may be Rs 40 crore, which translates to roughly 1.94% stake in the company, through Compulsorily Convertible Preference Shares (CCPS).
This move elevates Kohli’s role from brand ambassador to co-creator and stakeholder, helping shape the direction of Agilitas and its associated brands.
The company has positioned itself as a full lifecycle sportswear firm — from manufacturing to retail.
Under the new deal, One8 products will now be distributed and expanded under Agilitas’ business model. Plans reportedly include a refreshed brand identity for One8, new footwear and apparel collections, and broader retail presence.
Insiders suggest this move aims to transform One8 into a global brand — with aspirations to enter markets outside India in coming years.
Despite being in the twilight of his international career, 36-year-old Kohli remains one of the most marketable athletes in the country. The former captain, who now plays only one format at the international level after retiring from Tests and T20Is, has set his sights on the 2027 World Cup, which will be hosted in Africa.
Kohli silenced critics with two centuries and a half-century in the recently concluded ODI series against South Africa. The senior campaigner looked close to his vintage best, letting his bat do the talking.
Kohli was seen at the Mumbai airport on Sunday and is expected to return to London, where he currently resides. He will be back later this month to feature in the Vijay Hazare Trophy, the domestic 50-over competition, before India’s three-match ODI series against visiting New Zealand in January.
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