Virat Kohli Invests in Aspirational Sportswear Brand Agilitas

Virat Kohli has partnered with the homegrown sportswear brand Agilitas as an investor and co-creator, aiming to leverage his immense popularity to help the company expand globally, according to industry sources. Kohli recently ended his eight-year association with Puma, turning down a  Rs 300 crore offer to renew his contract for another eight years.

Instead, he has chosen to invest in Agilitas and acquire a stake in the company, which is led by former Puma India and Southeast Asia Managing Director Abhishek Ganguly. A formal announcement regarding this partnership is expected within the next three months, as Agilitas, founded in 2023, prepares to launch its brand and open new stores for One8.

While sources confirmed Kohli's investment in Agilitas, they did not disclose the exact amount, only indicating that it is substantial. One8, a brand registered by Kohli in 2016 in collaboration with Puma, generated around ₹250 crore in business with its exclusive merchandise line. The new plan for One8 includes opening stores and expanding internationally, capitalizing on Kohli's appeal among cricket fans.

This initiative is reminiscent of tennis star Roger Federer's investment in the Swiss athletic apparel brand On, which features a co-created model called "The Roger Advantage." Kohli will also serve as the brand ambassador and co-creator for One8, which aims to become India's first aspirational brand to achieve global recognition in footwear and sportswear, with distribution plans targeting key markets like the US and UK.

In 2017, Kohli signed a lucrative Rs 110 crore contract with Puma, one of the highest in the Indian sports industry at that time. Puma has since acknowledged Kohli's contributions, expressing best wishes for his future endeavors. Recently, Puma Group's global CEO Arne Freundt announced his resignation, effective April 30, 2025. In 2023, Agilitas Sports acquired Mochiko Shoes, India's largest sports footwear manufacturer, for an undisclosed sum and raised Rs 600 crore in its first year from investors including Convergent Finance and Nexus Venture Partners, along with an additional Rs 30 crore from individual investors.

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