Virat Kohli's One8 Brand Expansion: From Puma to Agilitas
Virat Kohli Is the only Player Who Success I two diffrent field Business And Cricket he is playing a cricket like a kinng and running a business like a Pro.
Introduction
Virat Kohli, former Indian cricket captain and one of the world's most recognized athletes, has not only excelled on the cricket field but also built a significant business presence off it. A cornerstone of his entrepreneurial portfolio is One8, a lifestyle and athleisure brand launched in partnership with Puma. Recently, Kohli made headlines by ending this partnership and joining hands with Agilitas Sports to scale One8 globally. While a figure of ₹108 crore has been mentioned in some discussions, no official or verified sources confirm such a deal. This article dives into Kohli’s transition, the journey of One8, and his vision for its future.
The Puma Partnership: A ₹110 Crore Legacy
In 2017, Virat Kohli signed a landmark eight-year endorsement deal with Puma, valued at approximately ₹110 crore. More than a traditional brand endorsement, this partnership saw the birth of Puma One8 — a sub-brand featuring co-created footwear, apparel, and accessories inspired by Kohli's personal style and performance standards.
The collaboration was a commercial success, with the brand reportedly contributing significantly to Puma’s revenue in India. Kohli’s hands-on involvement in product development helped One8 resonate with fitness-conscious and fashion-forward consumers alike.
A Bold Decision: Declining ₹300 Crore
As the Puma agreement neared completion in 2025, the company reportedly offered an extended deal worth ₹300 crore. However, Kohli chose not to renew the partnership. Instead, he made the strategic decision to focus on One8 as an independent brand — signaling a shift from brand ambassador to brand owner.
This mirrors a trend seen among global athletes who are opting for equity and creative leadership over large endorsement sums. Kohli’s decision reflects his long-term commitment to building One8 into a legacy brand with global aspirations.
Partnering with Agilitas: One8’s Global Leap
Kohli’s next move was to invest in Agilitas Sports, a sportswear startup launched by Abhishek Ganguly, former MD of Puma India. Agilitas has raised over ₹600 crore in funding from leading investors and acquired Mochiko Shoes — one of India’s largest sports footwear manufacturers.
With this strong foundation, Kohli will now serve as brand ambassador and co-creator for the relaunch of One8. The brand is set to introduce a refreshed identity focused on premium footwear, performance wear, and international expansion. Plans are underway to launch exclusive One8 outlets in India and abroad, with a major reveal expected during IPL 2025.
About the ₹108 Crore Speculation
In recent weeks, reports have mentioned a ₹108 crore figure tied to One8. However, there is currently no credible or official confirmation of such a deal. The speculation may be linked to confusion with Kohli’s previous ₹110 crore Puma contract. As of now, the focus remains on Kohli’s strategic investment and long-term vision for One8, rather than a specific endorsement sum.
Beyond Sportswear: Kohli’s Business Footprint
One8 is part of a broader business strategy by Kohli. He also operates One8 Commune, a popular restaurant chain with outlets across cities like Bengaluru and Gurugram. Additionally, Kohli’s portfolio includes investments in startups, real estate, and his digital presence — where he ranks among the world’s most influential athletes with over 270 million Instagram followers.
In April 2025, Kohli became the first Indian cricketer to score 100 T20 half-centuries, demonstrating his continued excellence on the pitch. His ability to balance athletic achievement with business acumen has made him a role model for modern athletes.
The Road Ahead for One8
Under Kohli’s leadership and Agilitas' backing, One8 is poised to become India’s first homegrown sportswear brand with global impact. The upcoming relaunch aims to deliver high-quality products, innovative designs, and an aspirational lifestyle narrative for youth across markets like the US, UK, and the Middle East.
This strategic move represents more than just a business pivot — it marks a shift in how Indian celebrities approach branding, ownership, and legacy.
Conclusion
Virat Kohli’s transition from a brand ambassador to an investor and co-creator signals a major evolution in his entrepreneurial journey. With Agilitas, he’s taking One8 into a new era — one that blends athletic credibility, global ambition, and smart business execution. While speculation around a ₹108 crore deal exists, the real story lies in Kohli’s commitment to building something far greater: a globally recognized Indian sportswear brand.
Sources
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Financial Express
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Economic Times Retail
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Business Standard
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Fashion Network India
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Puma India official statements
