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Virat Kohli is stepping into a new phase of his sports business journey. After an eight-year association with global sportswear giant Puma, the Indian cricket icon has now partnered with homegrown sportswear company Agilitas Sports—marking one of the most significant shifts in his brand portfolio.
According to reports, Kohli declined a Rs 300-crore renewal offer from Puma at the end of their contract and instead invested about Rs 40 crore into a new partnership between his lifestyle label one8 and Agilitas.
<h2>From brand ambassador to strategic stakeholder</h2>
Kohli first joined Puma in 2017 in a deal reportedly valued at Rs 110 crore, during which his athleisure brand One8 was launched under Puma’s umbrella. Earlier this year, he officially ended that association and transitioned to a new dual role at Agilitas—as both investor and brand ambassador.
Announcing the move on social media, Kohli wrote, "Today marks the beginning of an exciting news chapter straight from my heart. A new journey begins for one8 and Agilitas, driven by purpose and ambition. Takes one8 home to Agilitas."
<blockquote>Today marks the beginning of an exciting new chapter straight from my heart. A new journey begins for one8 and Agilitas, driven by purpose and ambition. Taking one8 home to Agilitas. <a href="https://t.co/mZDoKitq2c">pic.twitter.com/mZDoKitq2c</a>
— Virat Kohli (@imVkohli) <a href="https://twitter.com/imVkohli/status/1997902825062563992?ref_src=twsrc%5Etfw">December 8, 2025</a></blockquote>
<script async="" src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>Agilitas Sports is co-founded by Abhishek Ganguly, former managing director of Puma India and Southeast Asia. Kohli said it was Ganguly’s vision and industry experience that steered his decision.
"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.
Regulatory filings show that Kohli’s investment gives him around a 1.94 per cent stake in Agilitas through Compulsorily Convertible Preference Shares (CCPS), placing him in a more influential position in the company’s long-term product and brand strategy.
Also Read: <a href="zeebiz.com/markets/stocks/news-virat-kohli-anushka-sharma-backed-smallcap-stock-delivers-31-profit-in-q2fy26-brokerages-see-up-to-22-upside-do-you-own-381949">Virat Kohli, Anushka Sharma-backed firm posts 31% profit jump in Q2FY26; brokerages see 22% upside in stock–Have it in portfolio?</a>
<h2>About Agilitas </h2>
Agilitas has acquired Kohli’s sportswear and athleisure label One8—previously licensed to Puma. The acquisition brings full ownership of the brand under the Indian startup.
Agilitas, which was established in 2023 after Ganguly's exit from Puma, is setting itself up as a complete sportswear company—manufacturing and retailing all at once. With the new coordination, One8 will not only get a brand makeover but also new clothing and shoe lines, fresh identity components, enlarged retail area and so forth.
Kohli's global brand ambassador role change comes with the opportunity to be a major player in the creation of an Indian sportswear rival that will compete in home and worldwide markets.

Virat Kohli is stepping into a new phase of his sports business journey. After an eight-year association with global sportswear giant Puma, the Indian cricket icon has now partnered with homegrown sportswear company Agilitas Sports—marking one of the most significant shifts in his brand portfolio.According to reports, Kohli declined a Rs 300-crore renewal offer from Puma at the end of their contract and instead invested about Rs 40 crore into a new partnership between his lifestyle label one8 and Agilitas.From brand ambassador to strategic stakeholderKohli first joined Puma in 2017 in a deal reportedly valued at Rs 110 crore, during which his athleisure brand One8 was launched under Puma’s umbrella. Earlier this year, he officially ended that association and transitioned to a new dual role at Agilitas—as both investor and brand ambassador.Announcing the move on social media, Kohli wrote, "Today marks the beginning of an exciting news chapter straight from my heart. A new journey begins for one8 and Agilitas, driven by purpose and ambition. Takes one8 home to Agilitas."Today marks the beginning of an exciting new chapter straight from my heart. A new journey begins for one8 and Agilitas, driven by purpose and ambition. Taking one8 home to Agilitas. pic.twitter.com/mZDoKitq2c— Virat Kohli (@imVkohli) December 8, 2025Agilitas Sports is co-founded by Abhishek Ganguly, former managing director of Puma India and Southeast Asia. Kohli said it was Ganguly’s vision and industry experience that steered his decision."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.Regulatory filings show that Kohli’s investment gives him around a 1.94 per cent stake in Agilitas through Compulsorily Convertible Preference Shares (CCPS), placing him in a more influential position in the company’s long-term product and brand strategy.Also Read: Virat Kohli, Anushka Sharma-backed firm posts 31% profit jump in Q2FY26; brokerages see 22% upside in stock–Have it in portfolio?About Agilitas Agilitas has acquired Kohli’s sportswear and athleisure label One8—previously licensed to Puma. The acquisition brings full ownership of the brand under the Indian startup.Agilitas, which was established in 2023 after Ganguly's exit from Puma, is setting itself up as a complete sportswear company—manufacturing and retailing all at once. With the new coordination, One8 will not only get a brand makeover but also new clothing and shoe lines, fresh identity components, enlarged retail area and so forth.Kohli's global brand ambassador role change comes with the opportunity to be a major player in the creation of an Indian sportswear rival that will compete in home and worldwide markets. 

According to reports, Kohli declined a Rs 300-crore renewal offer from Puma at the end of their contract and instead invested about Rs 40 crore into a new partnership between his lifestyle label one8 and Agilitas.

Virat Kohli announces ‘exciting new chapter’ as one8 joins Agilitas

news-virat-kohli-announces-exciting-new-chapter-as-one8-joins-agilitas-385218

Virat Kohli is stepping into a new phase of his sports business journey. After an eight-year association with global sportswear giant Puma, the Indian cricket icon has now partnered with homegrown sportswear company Agilitas Sports—marking one of the most significant shifts in his brand portfolio. According to reports, Kohli declined a Rs 300-crore renewal offer from Puma at the end of their contract and instead invested about Rs 40 crore into a new partnership between his lifestyle label one8 and Agilitas. From brand ambassador to strategic stakeholder Kohli first joined Puma in 2017 in a deal reportedly valued at Rs 110 crore, during which his athleisure brand One8 was launched under Puma’s umbrella. Earlier this year, he officially ended that association and transitioned to a new dual role at Agilitas—as both investor and brand ambassador. Announcing the move on social media, Kohli wrote, Today marks the beginning of an exciting news chapter straight from my heart. A new journey begins for one8 and Agilitas, driven by purpose and ambition. Takes one8 home to Agilitas. Today marks the beginning of an exciting new chapter straight from my heart. A new journey begins for one8 and Agilitas, driven by purpose and ambition. Taking one8 home to Agilitas. pic.twitter.com/mZDoKitq2c — Virat Kohli (@imVkohli) December 8, 2025 Agilitas Sports is co-founded by Abhishek Ganguly, former managing director of Puma India and Southeast Asia. Kohli said it was Ganguly’s vision and industry experience that steered his decision. 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. Regulatory filings show that Kohli’s investment gives him around a 1.94 per cent stake in Agilitas through Compulsorily Convertible Preference Shares (CCPS), placing him in a more influential position in the company’s long-term product and brand strategy. Also Read: Virat Kohli, Anushka Sharma-backed firm posts 31% profit jump in Q2FY26; brokerages see 22% upside in stock–Have it in portfolio? About Agilitas  Agilitas has acquired Kohli’s sportswear and athleisure label One8—previously licensed to Puma. The acquisition brings full ownership of the brand under the Indian startup. Agilitas, which was established in 2023 after Gangulys exit from Puma, is setting itself up as a complete sportswear company—manufacturing and retailing all at once. With the new coordination, One8 will not only get a brand makeover but also new clothing and shoe lines, fresh identity components, enlarged retail area and so forth. Kohlis global brand ambassador role change comes with the opportunity to be a major player in the creation of an Indian sportswear rival that will compete in home and worldwide markets.  