Virat Kohli Drops Rs 300 Crore Puma Deal for Indian Startup Agilitas

Virat Kohli Drops Rs 300 Crore Puma Deal for Indian Startup Agilitas

What makes someone turn down a staggering Rs 300 crore deal? For Indian cricket icon Virat Kohli, the answer lies not in money, but in vision.

Virat Kohli drops Rs 300 crore Puma deal — not because the offer wasn’t tempting, but because he’s ready to build something of his own. Instead of continuing with an endorsement-based partnership, Kohli has taken a bold step into the world of business leadership. He has chosen to invest in Agilitas Sports, a young Indian startup, and transform his own brand One8 into an independent powerhouse.

Why Did Kohli Walk Away from Puma?

Let’s rewind. In 2017, Kohli inked a major deal with Puma worth Rs 110 crore. This wasn’t just a brand endorsement — it gave birth to the One8 brand, which offered clothing, accessories, and footwear under the Puma One8 label. That collaboration turned out to be a success, generating a business of around Rs 250 crore.

Now, after an 8-year partnership, Kohli had the chance to renew the deal for a whopping Rs 300 crore. But instead, he chose to walk away — a decision that signals a major mindset shift.

Stepping Into the Boardroom with Agilitas

Rather than sticking to endorsements, Kohli is now getting into brand building and ownership. He’s not just lending his name to Agilitas, he’s putting his money and time into it.

Agilitas is a homegrown Indian sportswear and lifestyle company co-founded in 2023 by Abhishek Ganguly, the former Managing Director of Puma India and South-East Asia. It’s already secured Rs 600 crore in funding from Convergent Finance and Nexus Venture Partners.

And it’s not just talk — Agilitas has already acquired Mochiko Shoes, a key Indian footwear manufacturer.

What’s Next for One8?

Kohli’s focus now is to take One8 global — expanding into physical stores and eyeing international markets like the US and UK. Under the Agilitas umbrella, One8 will no longer be tied to another label like Puma. It will be a standalone lifestyle and athleisure brand, powered by Kohli’s vision and investments.

In the words of a Puma spokesperson:

“Puma wishes Virat the best for his future endeavours… many outstanding campaigns and path-breaking product collaborations.”

A Larger Shift Among Celebrities

Kohli’s move reflects a broader trend among Indian celebrities — moving away from just endorsements and towards ownership and active business roles. Like tennis legend Roger Federer, who became a stakeholder in Swiss footwear brand On, Kohli is betting on his own brand power.

This is not just a business decision, it’s a legacy play. Kohli is taking control of his identity, investing in equity, and becoming more than just a brand ambassador. He’s becoming a brand builder.

Kohli Still in Action on the Pitch

Meanwhile, Kohli continues to shine on the field for Royal Challengers Bengaluru (RCB) in IPL 2025. Under new captain Rajat Patidar, RCB has won three of its first five games. Kohli himself has been in great form, scoring a half-century against KKR and smashing 67 runs in a thrilling win over Mumbai Indians.

About Agilitas Sports

• Founded: 2023
• Founder: Abhishek Ganguly (Ex-MD, Puma India & SE Asia)
• Funding: Rs 600 crore from Convergent Finance & Nexus Venture Partners
• Key Acquisition: Mochiko Shoes
• Focus: Building Indian lifestyle and sportswear brand with global ambitions

Agilitas aims to disrupt the Indian sportswear space and create a local alternative to global giants — and with Kohli on board as an investor and strategic partner, it’s starting strong.

Also read | Remarkable Journey Of Virat Kohli – India’s Cricketing Icon

By choosing to leave behind the security of a massive endorsement deal, Virat Kohli is charting a new path — one that could redefine how Indian athletes approach their off-field careers.

He’s not just batting for brands anymore. Now, he’s building one.

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