Virat Kohli Ends Rs 110 Cr Puma Deal | Joins Agilitas To Build One8 Global Brand

Virat Kohli Ends Rs 110 Crore Puma Deal, All Set To Join Agilitas In Historic Move To Build One8 Global Brand

When it comes to rewriting the rules of not just cricket but also sports business, Virat Kohli has always been a trendsetter. And now, in what could be described as one of the boldest moves off the cricket field, the former Indian captain has officially ended his long-standing association with German sportswear giant Puma, a deal worth a whopping Rs 110 crore over eight years. But what next for the Royal Challengers Bengaluru (RCB) star? The answer seems equally fascinating Kohli is set to join hands with Agilitas, a rising Indian sportswear firm, to take his personal brand One8 global.

A Landmark Partnership Ends: Kohli And Puma Part Ways

Virat Kohli and Puma coming together in 2017 created shockwaves in the sports marketing world. The eight-year deal, worth around Rs 110 crore, made Kohli one of the highest-paid athlete brand ambassadors globally. The deal included endorsement campaigns, signature collections, and exclusive product collaborations, making Kohli synonymous with Puma's presence in India.

However, all great partnerships have an expiry date. Confirming the end of their association, a Puma spokesperson said, “Puma wishes Virat the best for his future endeavours. It was a wonderful association with him spanning several years, many outstanding campaigns and path-breaking product collaborations. Puma will continue to invest in the next generation of athletes and build India’s sporting future aggressively.”

Interestingly, sources have revealed that Puma didn’t want to lose Kohli and made an extended offer reportedly worth Rs 300 crore. But the RCB talisman had his sights set on a new, more ambitious goal to build a homegrown global sportswear brand from India.

Enter Agilitas: Kohli's Next Big Move Beyond Puma

Agilitas is not just any sportswear company. Founded in 2023 by Abhishek Ganguly, the former Managing Director of Puma India and South-East Asia, Agilitas is already making waves in the industry. Last year, the company secured long-term licensing rights for Italian sports brand Lotto in India, Australia, and South Africa.

But what makes Kohli's association with Agilitas even more significant is his vision for One8 his personal brand which is set to go beyond fragrances, accessories, and casual wear into performance and lifestyle sportswear. The plan? To make One8 a global brand competing with the likes of Nike, Adidas, and Puma itself.

According to reports from Livemint and TOI, Kohli is not just a brand ambassador for Agilitas but is coming on board as an investor a smart move to ensure creative and strategic control over One8's global expansion.

Why Kohli Chose Agilitas Over Puma

Sources close to the development suggest that Kohli's desire to create a brand from India, with a global footprint, was the primary reason for his decision to move away from Puma.

Speaking to Livemint, a person aware of the deal explained, “It's about turning One8 into a global brand sportswear, footwear, lifestyle apparel. India does not have a true aspirational sportswear brand yet, and Kohli wants to fill that gap.”

This is a bold and visionary step from Kohli, who is aligning his on-field legacy with a long-term off-field business empire. With Agilitas set to handle manufacturing, distribution, and retail expansion, One8 could soon be a name seen not just in Indian markets but across global sportswear shelves.

Kohli’s Social Media Clean-Up Sparks Speculation

Fans were quick to notice Kohli recently removing several Puma-related promotional posts from his Instagram grid. The content wasn't deleted but moved to the reels section, leaving his main feed dedicated to personal moments and One8 content.

This move was a clear hint that something massive was brewing behind the scenes, and the upcoming IPL 2025 season provided the perfect stage for this announcement.

Reports suggest that an official announcement of Kohli joining Agilitas is likely during IPL 2025, maximizing visibility during the tournament's peak.

Kohli’s Legacy Beyond Cricket: Businessman & Brand Builder

This strategic shift shows that Kohli isn’t just focused on scoring runs anymore he’s playing the long game in business. With One8 already popular among young consumers for its casual wear and perfumes, expanding into sportswear positions Kohli as a game-changer in the Indian and international athleisure market.

Puma's role in shaping Kohli's off-field brand cannot be ignored. Still, his decision to turn down a Rs 300 crore offer from Puma speaks volumes about his belief in building something independently from scratch a bold vision rarely seen among Indian athletes.

The IPL Factor: Kohli's T20 Game And Leadership Continues To Evolve

Interestingly, while his off-field story was grabbing headlines, Kohli continues to shine on the field. Speaking on Jio Hotstar’s show '18 Calling 18', Kohli reflected on how the IPL's format has shaped his T20 skills.

He noted, “IPL challenges you uniquely because your position on the points table keeps changing. You need different kinds of mental resilience whether you’re leading from the top or fighting from the bottom.”

His words highlight the same adaptability and forward-thinking that he's now bringing to his business ventures.