In a major strategic move, Indian cricket superstar Virat Kohli has ended his long-standing association with German sportswear brand Puma, rejecting a massive ₹300 crore renewal offer. Instead, Kohli has chosen to invest in an Indian startup, Agilitas Sports, founded by former Puma India MD Abhishek Ganguly, signaling his shift from brand ambassador to brand builder.
From Endorser to Entrepreneur
Kohli’s partnership with Puma began in 2017, when he signed a then-record ₹110 crore deal to launch One8, a lifestyle brand under the Puma umbrella. Over the years, One8 grew to become a ₹250 crore business in the athleisure segment, powered by Kohli’s influence both on and off the field.
But when Puma proposed a ₹300 crore renewal, Kohli declined. Instead, he chose to invest in Agilitas Sports and pivot One8 into an independent, athlete-owned brand — a rare move in India’s celebrity-brand ecosystem.
Agilitas Sports: An Indian Challenger in the Global Game
Agilitas Sports was launched in 2023 by Ganguly, who spent 17 years at Puma and played a key role in building its dominance in India. Backed by ₹600 crore in funding from Convergent Finance and Nexus Venture Partners, the startup has also acquired Mochiko Shoes, a leading sports footwear manufacturer in India.
With manufacturing muscle and design capability in place, Agilitas aims to turn One8 into a global Indian sportswear label, starting with exclusive brand stores and targeting international markets such as the US and the UK.
“The vision is to build an aspirational Indian brand that competes globally, not just in cricket, but across sports and lifestyle,” Ganguly told reporters during the announcement.
Why Kohli’s Move Matters
Kohli’s shift from endorsing a global brand to co-owning and scaling a domestic one reflects a broader evolution in how celebrities approach business.
This isn't just a business decision — it’s a statement of belief in India’s potential to build world-class consumer brands. Kohli’s exit from Puma follows a growing trend among high-profile athletes and entertainers to prioritize equity, control, and long-term value over short-term endorsements.
What’s Next for One8?
Under Agilitas, One8 will expand beyond apparel into performance-focused footwear, accessories, and wellness products. Plans are underway to open exclusive stores and aggressively scale e-commerce.
As the brand matures, Kohli’s role will span across product development, marketing, and strategy, cementing his position not just as a sports icon but as a full-scale entrepreneur.
Final Word
Virat Kohli’s decision to walk away from a ₹300 crore Puma deal and back an Indian startup speaks volumes about the changing face of Indian entrepreneurship. It’s not just a brand play — it’s a bold bet on India’s ability to build global, athlete-led enterprises from the ground up.