Indian cricketer Virat Kohli has taken a bold new turn in his brand journey by investing in Indian sportswear startup Agilitas. He is not just putting money into the company but will also act as co-creator and brand ambassador.
Kohli has ended his 8 year partnership with Puma, rejecting a fresh Rs 300 crore (~US$35 Million) offer from the German sportswear giant.
Instead, he has chosen to own a piece of Agilitas, a company led by Abhishek Ganguly, the former Managing Director of Puma India and South-East Asia.
Although the amount of Kohli’s investment hasn’t been shared, industry sources say it’s significant. An official announcement is expected within the next three months.
Agilitas was founded in 2023 and is working on launching its products and expanding its retail network through One8 stores.
Kohli’s brand One8, started in 2016, was earlier a joint venture with Puma. That collaboration reportedly brought in about Rs 250 crore (~US$29 Million) in business.
Under ‘Puma One8’, the brand sold exclusive collections of shoes and apparel. Now, Kohli is planning to grow One8 independently, opening standalone stores and targeting global markets like the US and UK.
He will continue to play a hands-on role in designing products and shaping the brand image.
Industry watchers are comparing Kohli’s move to that of tennis icon Roger Federer, who invested in Swiss sportswear brand On and helped co-create a product line called “The Roger Advantage”.
Kohli’s deal with Puma in 2017 was reportedly worth Rs 110 crore (~US$13 Million), making it one of the biggest endorsement deals in Indian sports back then.
Agilitas has also been building its manufacturing strength. It recently acquired Mochiko Shoes, India’s top domestic sports footwear maker.
Source – The New Indian Express
