Virat Kohli Joins Agilitas Following Exit from ₹110 Cr Puma Partnership

As his eight-year, Rs 110 crore contract with Pune comes to an end, cricket star Virat Kohli is allegedly planning to invest in sports athleisure company Agilitas. During the current IPL 2025 season, when Kohli is playing for Royal Challengers Bengaluru (RCB), an official announcement on the deal is anticipated. The news is probably going to be released before or around May 25, which is the end of the Indian Premier League.

According to a Mint story, Kohli's desire to expand his lifestyle brand One8, which he introduced in 2017, is the primary driver behind his choice to work with Agilitas. According to sources who spoke to the publication, Agilitas will use the cricket star's fame to expand its storefronts and expand overseas while simultaneously distributing and growing the One8 brand. Commencing in 2017, the 36-year-old's collaboration with Puma, valued at around INR 110 crore, emerged as one of the most prominent athlete-brand agreements in India. The dissolution of the association was verified by a Puma representative.

Virat Kohli's Strategic Shift:

After parting ways with Puma, Virat is all set to partner with Agilitas to take One8 to new global heights. Massive announcement expected this IPL - stay tuned! 🔥 pic.twitter.com/isI3HwAx2w

— Virat Kohli Fan Club (@Trend_VKohli) April 10, 2025

The corporation stated, as CNBC-TV18 reported, “PUMA wishes Virat the best for his future endeavours and said it was a wonderful association with him spanning over several years, many outstanding campaigns, and path-breaking product collaborations. Puma went back to Kohli with an offer to retain the cricketer, but he wants to build a global company from India. As a sports brand, Puma will continue to actively invest in the next generation of athletes and aggressively build the future of the sporting ecosystem in India."

The batting maestro's new association with Agilitas, launched in 2023 by former Puma India and South-East Asia MD Abhishek Ganguly, marks a departure in his brand approach. He is likely to buy an equity share in the company and endorse its products as part of a long-term cooperation. In addition to obtaining the licensing rights for the Italian brand Lotto in Australia, South Africa, and India, the company had previously raised INR 100 crore from Nexus Venture Partners.

As part of a digital rebranding plan prior to the Agilitas announcement, Kohli recently made news by shifting all brand-related promotional content from his Instagram grid to the Reels section.

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