Cricket superstar Virat Kohli has officially concluded his long-term association with German sportswear brand Puma, bringing an end to an eight-year deal that began in 2017 and was valued at ₹110 crore.
The decision marks a new chapter in Kohli’s brand journey as he prepares to align with Agilitas, a growing Indian athleisure startup.
Despite being offered a ₹300 crore extension by Puma, Kohli has reportedly chosen to invest in Agilitas, which was launched in 2023 by Abhishek Ganguly, former Managing Director of Puma India and Southeast Asia.
Kohli is expected to not only become the face of Agilitas but also take a significant equity stake in the company.
Also Read: Nikhil Kamath Backs GreenLine Mobility with $20 Million as Part of its $275 Million Round
This move is also set to reshape the future of Kohli’s lifestyle label One8. Previously developed in collaboration with Puma, One8 will now be relaunched independently under Agilitas.
Plans include a refreshed brand identity, broader apparel and footwear collections, and exclusive retail outlets in international markets including Dubai, London, and New York.
Agilitas has already gained industry attention by raising ₹100 crore from Nexus Venture Partners and acquiring licensing rights for Italian brand Lotto in India, Australia, and South Africa. The company aims to position itself as a competitive player in the global sportswear space.
In a statement, Puma wrote, “We wish Virat the best for his future endeavours. It was a wonderful association spanning years of outstanding campaigns and path-breaking collaborations. Puma will continue to invest in the next generation of athletes and India’s sporting ecosystem.”
Kohli has also cleared promotional posts from his Instagram profile, hinting at a fresh branding direction.
While an official confirmation from Kohli or Agilitas is still awaited, announcements are expected during the ongoing IPL 2025 season.
