Indian cricket superstar Virat Kohli is reportedly concluding his eight-year endorsement deal with German sportswear giant Puma, worth ₹110 crore. Signed in 2017, this agreement was a groundbreaking moment in Indian sports, making Kohli the first Indian athlete to secure a deal exceeding ₹100 crore. The partnership showcased Kohli’s global appeal and solidified his status as a marketable icon.
As the deal comes to an end, Kohli is set to embark on a new journey with Agilitas Sports, a sports athleisure brand founded in 2023 by former Puma India Managing Director Abhishek Ganguly. Kohli is expected to join Agilitas as both an investor and brand ambassador, aligning with his vision to expand his lifestyle brand, One8. Reports suggest that Agilitas will play a pivotal role in scaling One8 into a global aspirational sportswear brand.
This move reflects Kohli’s ambition to redefine India’s sportswear market by creating a homegrown brand with international appeal. An official announcement regarding his association with Agilitas is anticipated during the ongoing IPL 2025 season, where Kohli continues to shine for Royal Challengers Bengaluru. With this strategic shift, Kohli aims to leave a lasting impact on the sportswear industry while furthering his entrepreneurial journey.