From Puma to Agilitas: Virat Kohli Bets Big on Indian Sportswear Future Indian cricket icon Virat Kohli has officially begun a new chapter in his branding journey. On Monday, December 8, the star batter announced his partnership with Agilitas Sports, a rising Indian sportswear startup. This bold move comes after Kohli ended his long-standing association with global sportswear giant Puma, signaling a strategic shift toward supporting Indian-led sports innovation.
A Strategic Move Backed by Vision and Potential
Kohli confirmed the partnership through a video on social media, days after being crowned Player of the Series in India’s 2–1 ODI victory over South Africa. As he transitions away from Puma, he joins Agilitas as both investor and brand ambassador, solidifying his commitment to the company’s ambitious vision.
Earlier this year, Kohli took the industry by surprise when he stepped away from Puma and invested ₹40 crore in Agilitas Sports. The company is co-founded by former Puma India and Southeast Asia Managing Director Abhishek Ganguly, whose deep expertise in the sportswear market has shaped Agilitas into a full lifecycle sports brand — spanning manufacturing, innovation, and retail.
“When the offer came through and Abhishek explained the force behind it, the manufacturing capabilities, and the quality of people coming on board, I knew this could become something big,” Kohli said. “This has been designed by people of our own, made here. The foundation of this entire process is fulfilling your potential.”
One8 Reimagined: A Brand Going Global
Under the new partnership, Kohli’s popular lifestyle and sportswear label One8 will now operate under the Agilitas umbrella. The acquisition of One8 marks a strategic milestone for Agilitas as it gears up to build India’s most powerful homegrown sports brand.
The company is planning:
- A refreshed brand identity for One8
- New collections in footwear, apparel, accessories, and performance gear
- A stronger omnichannel retail presence, led by an e-commerce store and app
- Expansion into global markets, positioning One8 as a challenger to top international brands
Abhishek Ganguly confirmed the ambition:
“Our plan is to reposition One8 as India’s leading high-performance sportswear brand with global aspirations. We want to compete across categories — not just one sport, but many.”
A New Era in Athlete-Led Branding
Although 36-year-old Kohli is nearing the final stretch of his international cricket career, he continues to be one of the most valuable and influential athletes in global marketing. With his eyes set on playing the 2027 World Cup in Africa, Kohli’s partnership with Agilitas underscores his intent to shape the Indian sportswear economy long after his playing days.
Moreover, this move symbolizes a broader industry trend — where athletes are shifting from endorsements to equity-driven collaborations, giving them a bigger role in brand direction, product development, and global scaling.
A Boost for India’s Sportswear Ecosystem
Kohli’s leap from Puma to Agilitas is more than a personal brand shift; it represents a larger movement toward Make in India, innovation-led sports manufacturing, and the rise of Indian-origin athletic brands on the world stage.
As Agilitas and One8 prepare to challenge global giants, the partnership sets a powerful narrative for the marketing and advertising industry — one that blends star power, strategic investment, and the rising confidence in India’s design and manufacturing capabilities.
