In a significant shift in India’s sportswear landscape, cricketing icon Virat Kohli has ended his Rs 110-crore endorsement deal with Puma to join homegrown athleisure brand Agilitas as an investor and brand ambassador, as per media reports.
The move marks a major pivot for Kohli, who now aims to build a globally competitive sportswear brand from India.
Agilitas was founded in 2023 by Abhishek Ganguly, the former Managing Director of Puma India and Southeast Asia. Ganguly and Kohli share a longstanding professional relationship, dating back to 2017 when Ganguly signed Kohli to Puma during his tenure with the German sportswear giant.
According to media reports, “ The sports brand PUMA India confirms the end of its longtime partnership with cricketer and brand ambassador Virat Kohli. PUMA wishes Virat the best for his future endeavours and said it was a wonderful association with him spanning over several years, many outstanding campaigns, and path-breaking product collaborations.”
The media reports also added that as part of the transition, One8, Kohli’s personal lifestyle and fashion label launched in 2017, will now be housed under Agilitas, which is expected to scale its retail and distribution footprint both in India and internationally.
Agilitas has already raised over Rs 530 crore in funding from investors, including Convergent Finance and Nexus Venture Partners. The startup also owns the long-term licensing rights for Italian sportswear brand Lotto across India, Australia, and South Africa, and has acquired Mochiko Shoes, a sports footwear manufacturer that supplies to several leading global brands.
Currently, Bollywood actor and producer Anushka Sharma, Kohli’s wife, serves as the official brand ambassador of Puma India.
