Virat Kohli Backs Agilitas Sportswear in Global Expansion Plan

Indian cricket icon Virat Kohli has become an investor and co-creator in the Indian sportswear startup Agilitas, as the brand gears up for international expansion. This move marks the end of his eight-year association with German sportswear giant Puma, which had offered him a contract renewal worth ₹300 crore—an offer Kohli declined, according to industry sources.

Backed by Former Puma Executive Abhishek Ganguly

Agilitas is led by Abhishek Ganguly, former Managing Director of Puma India and South-East Asia. Founded in 2023, the brand has ambitious plans to carve out a niche in the aspirational sportswear market by building a strong retail and e-commerce presence. Ganguly and Kohli aim to transform Agilitas into a globally recognized Indian brand.

Virat Kohli Becomes Co-Creator and Stakeholder

Instead of continuing his long-standing brand endorsement with Puma, Kohli has opted to invest in Agilitas and become a co-creator of its vision. Though the investment amount remains undisclosed, sources suggest it is a "large sum," reflecting Kohli's strong commitment to building a long-term brand legacy.

One8 to Be Relaunched Under Agilitas Banner

Agilitas is also working on the relaunch of One8, a lifestyle and sportswear brand co-created by Kohli in 2016 in collaboration with Puma. Under the Puma One8 branding, the range had achieved annual business of over ₹250 crore. Now, with new retail outlets planned and a broader global push in sight, One8 will continue under the Agilitas umbrella, with Kohli leading as brand ambassador and creative force.

Global Aspirations: Expansion into the US and UK

Agilitas plans to launch One8 stores in India and extend the brand internationally. The brand is reportedly eyeing expansion into key markets like the United States and the United Kingdom, hoping to replicate the global success story similar to tennis legend Roger Federer’s partnership with Swiss brand On.

Puma Confirms Departure, Bids Farewell

A Puma spokesperson confirmed the end of their collaboration with Kohli, wishing him well in future endeavors. The company praised the “outstanding campaigns and product collaborations” they had worked on together over the years. Kohli had earlier signed a record-breaking ₹110 crore deal with Puma in 2017, making it one of the biggest deals in Indian sports marketing at the time.

Agilitas’ Acquisition and Funding Highlights

In 2023, Agilitas Sports acquired Mochiko Shoes, India’s largest domestic sports footwear manufacturer, strengthening its supply chain. In its first year, Agilitas raised ₹600 crore from Convergent Finance and Nexus Venture Partners, along with an additional ₹30 crore from individual investors. These funds are aimed at accelerating brand building, retail expansion, and international distribution.

Kohli’s Vision: Creating India’s First Global Sportswear Powerhouse

By investing in Agilitas, Kohli aims to create India’s first aspirational sportswear brand with global reach. Combining his global influence, strong fanbase, and Agilitas’ manufacturing and retail capabilities, the brand is set to challenge existing global sportswear leaders.