Virat Kohli has made a noticeable change to his Instagram feed, cleaning up promotional posts and branded content. Now, his grid presents a more personal and refined look, showcasing his life and updates about One8, his lifestyle label. A recent report by Mint has revealed the reason behind Virat Kohli’s decision—he is set to join the sports athleisure firm Agilitas as an investor. With his eight-year, ₹110 crore contract with Puma coming to an end, Kohli is making a strategic move to expand his business ventures.
Decoding the Big Reveal
Thanks to a detailed report by Mint, the real reason behind this move is now out in the open Virat Kohli is switching camps. The cricket star is reportedly set to join Agilitas, a sports athleisure startup, as an investor and the face of the brand. The official announcement is expected during IPL 2025, ensuring maximum media coverage and fan attention.
Kohli’s Puma Era Comes to a Close
For nearly a decade, Kohli was the poster boy for Puma in India. From stylish sneakers to sporty apparel, he was everywhere. That chapter, however, is now closing. His massive ₹110 crore contract with Puma is ending, and both sides are parting ways amicably. Puma India wished Kohli well, calling the partnership “wonderful” and highlighting the memorable campaigns they ran together.
The brand said, “It was a wonderful association with him spanning over several years, many outstanding campaigns, and path-breaking product collaborations. 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 Rise of Agilitas: A New Player in Athleisure
Agilitas isn’t just another startup. It was founded by Abhishek Ganguly, the former MD of Puma India and South-East Asia. This gives the brand serious street cred right out of the gate. In 2023, Agilitas scored a major win by acquiring licensing rights for the Italian sportswear brand Lotto in India, Australia, and South Africa. This instantly put them on the global map.
Why Kohli Chose Agilitas Over Puma
Virat Kohli chose to leave a guaranteed contract with a global brand to invest in a risky startup for one reason: ownership. He wanted to build something of his own rather than just be the face of a brand. Kohli launched One8 back in 2017. It’s a personal brand built around his lifestyle—sportswear, fragrances, and accessories. This new deal allows Agilitas to scale and relaunch One8 as a flagship brand.
India, surprisingly, doesn’t have a homegrown sportswear brand that competes globally. Kohli and Agilitas want to change that. Expect a new logo, updated collections, and possibly even exclusive stores in cities like London, Dubai, and New York.
The source said, “It’s all about turning One8 into a global brand—footwear, sportswear. India does not have an aspirational sportswear brand. There will be a new brand identity and relaunch for one8.”
Fans have been spotting Kohli in shoes that don’t carry Puma’s signature “formstrip.” Instead, his cleats now sport a placeholder logo—interconnected triangles. That’s a classic sign that a contract is up. Between endorsements, many athletes go “neutral” to avoid contractual conflicts. It’s all part of the game.
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