Virat Kohli has officially ended his eight-year association with Puma, declining a significant renewal offer of ₹300 crore for another eight years. Instead, he has chosen to focus on growing his own athleisure brand, One8, and taking it global. Kohli’s decision aligns with his ambition to establish One8 as a major global sportswear brand, positioning India as a contender in the international sportswear market.
Kohli’s partnership with Puma began in 2017 with a landmark ₹110 crore deal, which made him the first Indian athlete to secure an endorsement deal of that scale. During this collaboration, Puma and Kohli launched exclusive One8 product lines that helped cement Puma’s dominance in India’s sportswear market. Despite the success, Kohli declined Puma’s lucrative extension offer to pursue his vision for One8.
To achieve this goal, Kohli is partnering with Agilitas, an Indian sportswear company founded in 2023 by Abhishek Ganguly, the former Managing Director of Puma India and Southeast Asia. Agilitas has already secured significant investments and licensing rights for the Italian brand Lotto in India, South Africa, and Australia. Kohli will acquire an equity stake in Agilitas and collaborate with the company to expand One8’s reach globally. Plans include rebranding One8 with a new logo, launching expanded collections, and opening flagship stores in cities like London, Dubai, and New York.
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This strategic move reflects Kohli’s vision to create an aspirational Indian sportswear brand capable of competing on the global stage while supporting Indian talent.
