Virat Kohli Joins Homegrown Sportswear Brand Agilitas as Investor and Co-Creator, Set to Launch One8 Globally

• ByStartupStory     |    April 14, 2025

In a landmark move poised to reshape India’s sportswear industry, cricket icon Virat Kohli has joined homegrown aspirational sportswear brand Agilitas as an investor and co-creator. According to industry sources, the star cricketer, who recently concluded an eight-year-long association with German sportswear giant Puma, turned down a massive ₹300 crore renewal offer to chart a new journey with Agilitas.

Backed by former Puma India and South-East Asia Managing Director Abhishek Ganguly, Agilitas was founded in 2023 with ambitions to create a global Indian sportswear powerhouse. Kohli’s association with the brand is expected to play a pivotal role in its global ambitions, with plans already underway to open exclusive One8 stores and expand into key international markets, including the US and the UK.

Industry insiders confirmed that Kohli’s investment in Agilitas is substantial, though the exact figures remain undisclosed. “It is a large sum,” said one source familiar with the development.

A formal announcement is expected in the next three months as Agilitas gears up for the official brand launch and opening of One8 stores. The One8 brand, which Kohli registered in 2016, was initially launched in collaboration with Puma and had grown into a ₹250 crore business under the ‘Puma One8’ label, offering a wide range of exclusive merchandise.

With Kohli onboard as a brand ambassador and co-creator, Agilitas aims to replicate the success of global collaborations such as tennis legend Roger Federer’s involvement with Swiss athletic brand On, which launched a co-created line called “The Roger Advantage.”

“Kohli will also be involved in One8 as its brand ambassador and as a co-creator,” the source added, indicating that the new partnership will mirror the athlete-led brand development model gaining global popularity.

Puma, for its part, confirmed the end of its partnership with Kohli, issuing a statement earlier this week:
“… it was a wonderful association with him spanning over several years, many outstanding campaigns and path-breaking product collaborations,” said a spokesperson from the company.

This transition comes shortly after Puma Group’s global CEO Arne Freundt announced his resignation, with his departure effective April 30, 2025.

In a strategic move last year, Agilitas also acquired Mochiko Shoes, India’s largest sports footwear manufacturer for the domestic market. The acquisition aligns with Agilitas’ long-term goal of creating an integrated value chain from manufacturing to retail.

Agilitas made headlines in its first year by raising ₹600 crore from investors such as Convergent Finance and Nexus Venture Partners, along with an additional ₹30 crore from individual investors. The company’s aggressive fundraising and high-profile onboarding of Kohli position it as a formidable player in the global sportswear industry.

With Kohli’s influence and Agilitas’ strong market entry, industry experts are watching closely as India’s first aspirational sportswear brand readies for a global sprint.

Follow Startup Story