Virat Kohli Walks Away From ₹300 Crore Puma Deal To Back Indian Startup (Image: Instagram/viratkohli)

The cricket icon Virat Kohli has ended his eight-year-long endorsement deal with Puma, turning down a reported ₹300 crore renewal offer, reported Financial Express.

Instead, Virat Kohli is setting his sights on something more personal and long-term, investing in Agilitas Sports, a rising Indian sportswear startup, to reposition his athleisure brand One8 as an independent entity.

Virat Kohli’s decision signals a shift from being just a brand ambassador to becoming a stakeholder and builder of a homegrown brand. It’s a calculated step into the boardroom, as he deepens his involvement in the business landscape beyond cricket.

Also, read| ‘Want To Be Normal’: Virat Kohli Against BCCI’s Family Restriction Rule

In 2017, Kohli signed what was then considered one of India’s biggest brand deals, an eight-year contract with Puma, reportedly worth ₹110 crore.

The collaboration led to the launch of One8, which grew into a ₹250 crore business under the Puma One8 label, offering everything from sportswear to footwear.

Now, as that chapter closes, Kohli is reimagining One8 as a standalone label, no longer under Puma, but under the umbrella of Agilitas Sports.

Founded in 2023 by Abhishek Ganguly, former Managing Director of Puma India and Southeast Asia, Agilitas Sports has quickly emerged as a serious player in the Indian lifestyle and performance-wear space.

Backed by ₹600 crore in funding from Convergent Finance and Nexus Venture Partners, the company recently acquired Mochiko Shoes, one of India’s top sports footwear manufacturers, along with an extra ₹30 crore from individual investors, marking a strong start for the emerging Indian brand.

Also, read| Row Over Shama Mohammed’s “Rohit Sharma Fat” Remarks

Meanwhile, Puma Group’s global CEO, Arne Freundt, stepped down and exited the company on April 30, 2025.

While the financial terms of the acquisition with Agilitas remain undisclosed, the deal significantly strengthens Agilitas’ manufacturing capabilities.

 Agilitas is expected to fast-track its expansion plans through this collaboration with Virat Kohli, including physical retail presence and international outreach for One8.