Virat Kohli is set to sell his lifestyle brand, One8, to sportswear startup Agilitas. Alongside the sale, Kohli is also doubling down on the startup with an additional investment of INR 40 Cr
Kohli is said to have signed an exclusive deal with Agilitas, barring him from endorsing any other sports brand. His stake in the startup is reported to be in the “mid single digits”
Earlier in April, it was reported that Kohli was looking to invest in Agilitas as well as co-creating on a brand with the startup as it eyes global expansion
Indian cricketer Virat Kohli is set to sell his lifestyle brand, One8, to sportswear startup Agilitas. Alongside the sale, Kohli is also doubling down on the startup with an additional investment of INR 40 Cr.
Under the deal, Kohli is said to have signed an exclusive deal with Agilitas, barring him from endorsing any other sports brand. His stake in the startup is reported to be in the “mid single digits,” as per a report by Moneycontrol.
“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,” Kohli said in a tweet.
Important to mention that the deal has been in the works for months for some time now. Earlier in April, it was reported that Kohli was looking to invest in Agilitas as well as co-creating on a brand with the startup as it eyes global expansion. The deal could potentially entail a brand launch as well as a separate physical retail store for One8.
Founded in 2023 by former managing director of Puma India, Abhishek Ganguly, Agilitas is a sportswear and sports-footwear startup that covers the entire journey of a sports product, from design and manufacturing to retail and distribution.
Kohli’s decision comes months after his seven-year contract with Puma ended. He had the option to renew a contract worth INR 300 Cr but chose instead to join Agilitas.
Agilitas owns Mochiko Shoes– one of India’s largest manufacturers of sports footwear. Via Mochiko, Agilitas produces shoes for several major global brands such as Adidas, Puma, Skechers and others that sell in the Indian market.
This gives Agilitas a strong B2B base, as it supplies products directly to these brands.
Alongside contract manufacturing, Agilitas is building a consumer-facing business. It has secured long-term rights to design, manufacture and distribute the Italian brand Lotto in India and neighbouring markets.
It is also investing in its own sportswear and athleisure labels, backed by in-house design and product development teams.
The startup focuses heavily on research and development, supply chain control, and retail expansion. Its strategy is to combine large-scale manufacturing capacity with strong brand and product capabilities so it can serve both global sports companies and Indian consumers.
