On April 11, 2025, Indian cricket icon Virat Kohli grabbed headlines, this time not for his shots on field, but for parting ways with German sportswear giant PUMA. The move marks the end of an eight-year-long association that began in 2017, when Kohli signed a landmark endorsement deal with the brand, reportedly valued at Rs 100 crore.
During the partnership, Kohli launched his lifestyle and athleisure brand, One8, which generated an impressive Rs 250 crore in business under the ‘PUMA One8’ label, according to media reports. This time, despite PUMA reportedly offering a substantial Rs 300 crore to renew the deal, Kohli had other plans.
Kohli envisions building a global brand from India and strongly believes that the country should have its own sportswear company. To realise this vision, the cricketer is partnering with Agilitas, an Indian sportswear brand founded in 2023 by Abhishek Ganguly, the former managing director of PUMA. Agilitas also holds the rights to the popular Italian brand Lotto across India, South Africa, and Australia. Rather than simply signing on as an ambassador, Kohli is joining as an investor. He aims to refresh One8’s brand image, expand its retail presence, and take the brand to international markets.
According to Statista, Puma India reported annual revenue of Rs 3, 300 crores in the financial year 2024. The report adds that the German sportswear brand had the highest overall sales than the combined sales of its competitors, Nike, Adidas and Reebok.
With Kohli’s departure, can PUMA maintain its position at the top? Kohli wasn’t just the face of the brand, he was its narrative. The brand’s marketing strategy was built around content marketing, reports indicate that 90% of PUMA’s ad spend is directed towards digital platforms, with the content primarily featuring creative posts, influencer collaborations, and user-generated content. Even now, Anushka Sharma continues to serve as the brand ambassador.
To enhance brand authenticity, Virushka visited PUMA’s Bengaluru office last year to advocate for the importance of fitness in everyday life. The YouTube video generated 10 million views, along with significant engagement across reels and other platforms.
Just six months ago, the couple was seen playing cricket in their backyard, effortlessly showcasing their natural chemistry and playful wit as part of the brand’s campaign.
Now with Kohli stepping away, will Sharma be able to continue the shoulder the brand solo? Can she drive the same level of engagement solo? Well, the brand has a big roster of personalities including Mohammed Shami, PV Sindhu, Harmanpreet Kaur, MC Mary Kom, Avani Lekhara, Kareena Kapoor Khan and Ibharim Ali Khan.
Will Kohli’s absence be felt in PUMA’s roster? With 271 million Instagram followers, he remains the most followed Indian personality, and it’s hard to find another figure in India with the same level of stature, charisma, and digital influence. In Kohli’s absence, will PUMA pivot towards a creator-led or community-first content strategy to engage Gen-Z? It seems this could be a critical testing phase for PUMA India.
Gunjan Nagpal, former chief business officer, Rhiti Sports, a sports management agency, and currently working at BiUP.ai as Director of Growth & Innovation said that Kohli wasn’t just the ambassador for the brand, he was an embodiment of its identity in India. His departure for the brand will not just leave a visibility gap, but a void in emotional connection.
He added that Sharma brings her unique influence, which is stylish, sophisticated, and resonates with a fashion-forward urban audience. Following Kohli’s departure, the brand will need to shift from ‘face-driven equity’ to fostering deeper, community-driven engagement.
Ramya Ramachandran, Founder & CEO, Whoppl, an influencer marketing agency, advised the brand that it can leverage creators to shape the brand’s narrative. “They could assign different creators for different verticals, one for sports, another for lifestyle. Different strategies can be used to create buzz online, and PUMA has the credibility to make that big next move,” she mentioned.
When sent a query to PUMA about the story, they confirmed the end of the partnership and said that they will continue to invest in the next generation of athletes and aggressively build the future of the sporting ecosystem in India.
Kohli’s decision to take equity in Agilitas, rather than opting for a traditional endorsement deal, marks a significant shift in the athlete-brand partnership model. The days of simply promoting a brand for a fee are being replaced by deeper, more collaborative engagements that involve equity ownership and co-creation.
This move is part of a broader, global trend, with athletes like Roger Federer becoming a stakeholder in Swiss footwear brand On, and icons such as LeBron James, Serena Williams, and Cristiano Ronaldo investing in brands to expand their influence beyond their athletic performance.
Darshana Bhalla, founder and CEO, D’Artist Talent Ventures, a celebrity solutions firm, said that Virat signing as an investor showcases that it is no longer just about endorsements, but about backing and building homegrown consumer brands. India has a massive consumer base, immense talent to build global brands, so going ahead, it would make sense for celebrities to be involved at a deeper level, especially in categories with which they can connect.
Bhalla believed that pivoting to a creator-led approach may not be enough for a brand of Puma’s stature. She adds that the brand should untap the potential in India’s emerging athletic talent.
Sandeep Goyal, Managing Director of Rediffusion, an ad agency noted that as Kohli’s career enters its twilight, he’s well aware that endorsement opportunities will begin to taper off. By stepping in as an investor, Kohli isn’t just securing a stake in the brand’s future but he’s also ensuring sustained monetisable returns and extending his long-term brand equity.
Are long-term endorsements a thing of the past?
With Virat Kohli parting ways with the brand after eight years, it also highlights a growing trend in today’s digital first marketing ecosystem that long term celebrity associations are becoming increasingly rare. In an era where agility and fresh content rule is dominating the market, long term partnerships have taken a backseat. Only a handful stand out in memory: Aishwarya Rai with L’Oréal Paris, Shah Rukh Khan with Hyundai, Hema Malini with KENT RO and few more.
This shift also raises a critical question, do long term brand endorser relationships still hold the same value in today’s fast evolving landscape? With so few iconic pairings left, are we witnessing the end of long celebrity brand partnerships?
Ramachandran believed that long-term endorsement deals are in decline. She says in today’s fast paced ecosystem, agility is key. That’s why project-based collaboration, capsule drops and equity-led deals are becoming increasingly common.
“Traditional long-term endorsement deals are fading, making way for more meaningful, dynamic collaborations ones that allow celebrities to play a deeper role and have greater skin in the game,” she highlighted.
Nagpal echoes this sentiment, noting that the era of ‘set-it-and-forget-it’ endorsements is firmly behind us. What thrives today are partnerships that are dynamic, co-created, and able to evolve with shifting audience expectations.
“The Kohli-Puma collaboration was one of those rare modern alliances built on relevance and reinvention. Its conclusion is a reminder that in today’s landscape, longevity is earned through adaptability, not routine,” he highlighted.
Bhalla offers a different perspective, stating that long-term associations aren’t outdated, but it’s time to recalibrate how they’re managed. She believes that when a celebrity is involved, their role should be approached strategically, extending beyond short-term campaigns to create more meaningful and lasting impact.
With additional inputs from Ruchika Jha
