Virat Kohli Begins a Bold New Chapter: Ends Puma Era, Becomes Co-Owner of Indian Sportswear Brand Agilita

Mumbai, December 8, 2025 – In a move that signals a dramatic shift from global giant to homegrown ambition, Virat Kohli has officially parted ways with Puma after an eight-year association and announced a deep equity partnership with Bengaluru-based sportswear startup Agilitas Sports.

The announcement, made through a heartfelt video on social media on Monday morning, marks the beginning of what Kohli calls “an exciting new chapter straight from my heart.”

“Today marks the beginning of an exciting new chapter straight from my heart. A new journey begins for one8 and Agilitas, driven by purpose and ambition. Taking one8 home to Agilitas.”
— Virat Kohli (

@imVkohli

)

From ₹110-cr Puma deal to backing an Indian challengerKohli’s original 2017 deal with Puma was reportedly worth ₹110 crore over eight years and saw the highly successful launch of his athleisure brand one8 under Puma’s umbrella. Media reports suggest Puma offered a mammoth renewal package – believed to be in the region of ₹300 crore – which Kohli turned down to throw his weight behind Agilitas.The new partnership is far more than an endorsement. Kohli is investing a significant personal amount (regulatory filings indicate an initial ₹40 crore through Compulsorily Convertible Preference Shares) for an approximate 1.94% equity stake, instantly making him one of the largest individual shareholders and a true co-owner of the company.Why Agilitas? Kohli explainsSpeaking about the decision, Kohli highlighted the vision and execution muscle behind the startup, founded by Abhishek Ganguly – the former Managing Director of Puma India & Southeast Asia who grew the German brand exponentially in the country.

“When the offer came through and he (Abhishek) made me understand the force behind it, the manufacturing capabilities, the expertise that he has, and the kind of people that were going to come on board – I thought this could become something big. And of course, I wanted to be a part of it.
This has been designed by people of our own, made here… The foundation of this whole process is fulfilling your potential.”

What changes for the one8 brand?

one8 is now “coming home” and will be fully manufactured, distributed and retailed by Agilitas.
Expect a refreshed brand identity, new footwear and apparel collections, and aggressive expansion into offline retail.
Long-term goal: Take one8 global and establish it as a serious international sportswear-athleisure player.

Agilitas positions itself as a complete “lifecycle” sportswear company – design, manufacturing, branding, distribution and retail – all under one roof, a rarity in the Indian market currently dominated by global giants.Perfect timing on the fieldThe announcement comes just days after Kohli silenced doubters with a magnificent Player-of-the-Series performance (two centuries and a fifty) in India’s 2-1 ODI series win in South Africa. At 36, and having retired from Test and T20I cricket, Kohli remains India’s biggest sporting icon and one of the most marketable athletes on the planet.What the experts are sayingIndustry watchers see this as a watershed moment for Indian sportswear. A homegrown brand landing India’s biggest sporting superstar as investor + brand ambassador + co-creator could accelerate the shift of consumer preference toward “Made in India” performance and lifestyle products.For Kohli, this is more than business – it’s about legacy beyond the cricket field: building an Indian sportswear powerhouse that can one day stand shoulder-to-shoulder with Nike, Adidas and Puma.As Kohli himself put it – this is about “fulfilling your potential.”
And if the last month on the cricket field is anything to go by, when Virat Kohli decides to fulfil his potential, very few things can stop him.A new innings has just begun – this time, in the boardroom and on the retail shelf.

Virat Kohli Begins a Bold New Chapter: Ends Puma Era, Becomes Co-Owner of Indian Sportswear Brand Agilita

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