Virat Kohli Announces Partnership With Sportswear Startup Agilitas After Puma Exit

Indian cricket star Virat Kohli has announced a new partnership with Indian sportswear startup Agilitas Sports on Monday, December 8.

Just days after being named Player of the Series in India’s 2-1 ODI win against South Africa, Kohli shared a video on social media confirming the collaboration.

Earlier this year, Virat Kohli ended his long partnership with sportswear giant PUMA. He then joined Agilitas Sports — an Indian sportswear startup founded by Abhishek Ganguly, the former Managing Director of Puma India and Southeast Asia — as both an investor and a brand ambassador.

Kohli first signed with Puma in 2017 in a deal reportedly worth ₹110 crore. During this eight-year partnership, he also launched his lifestyle and athleisure brand One8 under Puma’s banner.

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Media reports say Kohli turned down a major renewal offer from Puma — reportedly around ₹300 crore — so he could support Agilitas instead.

“Look, when the offer came through and he (Ganguly) made me understand the force behind it, the manufacturing capabilities, the expertise that he has, and the kind of people that were going to come on board, I thought this could become something big and of course, I wanted to be a part of it,” Kohli said.

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“This has been designed by people of our own, made here. But, I think the foundation of this whole process is fulfilling your potential,” he added.

With this new partnership, Kohli is not just the face of Agilitas — he is becoming an investor too. Regulatory filings indicate he may have invested around ₹40 crore, giving him roughly 1.94% ownership through Compulsorily Convertible Preference Shares (CCPS).

This turns Kohli from a brand ambassador into a true partner who will help shape Agilitas and its future brands.

Agilitas positions itself as a full-stack sportswear company that handles everything — from manufacturing to retail.

Under the new deal, the One8 brand will now grow within Agilitas. The company plans to refresh One8’s identity, launch new footwear and clothing lines, and expand its retail presence.

According to insiders, the goal is to build One8 into a global brand, with plans to enter international markets in the coming years.

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