Indian cricketer Virat Kohli makes a major investment in new sportswear brand Agilitas, aiming for global expansion after ending his partnership with Puma.
Virat Kohli, the celebrated Indian cricketer, has taken a significant step in his business endeavors by investing in Agilitas, a burgeoning sportswear brand with aspirations for global expansion. The investment, which is said to be substantial, is supported by Abhishek Ganguly, the former Managing Director of Puma India and South-East Asia. Kohli’s decision comes after completing an eight-year stint as a brand ambassador for Puma, during which he declined a lucrative offer from the German sportswear company to extend their partnership for an additional eight years at INR 300 crore.
Agilitas, established in 2023, aims to leverage Kohli’s immense popularity in the cricketing world to promote its brand One8, which was originally registered by Kohli in 2016 in partnership with Puma. Previously, One8 achieved significant success, generating a business worth approximately INR 250 crore through a special collaboration with Puma that included exclusive merchandise. With Kohli now aboard as both an investor and co-creator, Agilitas is gearing up to launch the brand and open new stores in various locations. A formal announcement regarding Kohli’s involvement and details of his investment is anticipated within the next three months.
In a strategic move to capture international markets, Agilitas plans to distribute its products in key territories such as the United States and the United Kingdom. The initiative mirrors the business model implemented by tennis star Roger Federer with the Swiss athletic apparel company On, which has successfully established a collaborative effort termed “The Roger Advantage.”
Kohli will continue to serve as a brand ambassador for One8 while contributing to the creative direction of the brand. The company’s ambitions suggest it is positioning itself to become the first Indian aspirational sports brand to achieve a global presence with its line of footwear and sportswear.
On an operational note, Agilitas made headlines earlier this year with the acquisition of Mochiko Shoes, recognized as India’s largest sports footwear manufacturer for the domestic market, although the financial specifics of this acquisition remain undisclosed. Additionally, in 2023, Agilitas successfully raised INR 600 crore through investments from Convergent Finance, Nexus Venture Partners, and another INR 30 crore from individual investors.
Puma publicly acknowledged the end of its partnership with Kohli, expressing well wishes for his future endeavors. A spokesperson from the company highlighted the successful years of collaboration, showcasing numerous impactful campaigns and pioneering product collaborations.
In a separate development, Puma’s global CEO Arne Freundt recently announced his resignation, effective April 30, 2025, marking a significant change within the company’s leadership as it navigates its future strategies following Kohli’s departure.
Source: Noah Wire Services
