Virat Kohli terminates Puma agreement, invests in Agilitas

Cricketer Virat Kohli has ended his Rs 110 crore deal with Puma to invest in Agilitas, an Indian sportswear startup founded by former Puma India managing director Abhishek Ganguly. The move is aimed at building a global sportswear brand from India, with Kohli backing the business both financially and strategically.

“Sports brand Puma confirms the end of its longtime partnership with cricketer and brand ambassador Virat Kohli,” said a spokesperson for Puma, ET Retail 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.” 

Agilitas, launched in 2023, will now house and expand Kohli’s personal brand One8, which debuted in 2017, Apparel Resources India reported. The company will spearhead retail expansion for One8 across India and international markets. Kohli and Ganguly have worked closely since the cricketer first signed with Puma in 2017.

Agilitas has raised over Rs 530 crore from investors including Nexus Venture Partners and Convergent Finance. The company acquired sports footwear manufacturer Mochiko Shoes and holds a 40-year licence for Italian label Lotto across India, South Africa, and Australia, strengthening its manufacturing and distribution capabilities.