Virat Kohli Ends Puma Partnership, Joins Agilitas as Investor to Build Homegrown Sports Brand

Virat Kohli ends his long-term partnership deal with PUMA and has reportedly joined Agilitas, an Indian homegrown startup. He concluded his 110 crore deal with German sportswear giant Puma and has joined Agilitas as an investor. 

According to reports, “Sports brand PUMA India confirms the end of its longtime partnership with cricketer and brand ambassador Virat Kohli. 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. 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,” a PUMA spokesperson reportedly said. 

Kohli who has been with Puma since 2017 has declined the new offer of 300 crores and has decided not to renew the deal, even though Puma wants to work with him.

Join hands with Agilitas: A New brand in making

As per reports, Kohli, after concluding his deal with Puma, has joined Agilitas as an investor. Agilitas was founded in the year 2023 and is owned by former Puma India and South-East Asia managing director Abhishek Ganguly. The company makes and retails sportswear goods in India and abroad. Last year, Agilitas acquired long-term licence rights for Italian sports brand Lotto in India, Australia, and South Africa. The company has yet to officially confirm Kohli’s onboarding.

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Kohli known for his professionalism has recently removed all his brand endorsements from his Instagram Profile and now his handle simply has personal photos and posts about his own brand One8 left. Kohli with his new move will not just promote Agilitas but his own brand One8 will grow under the investment.There are plans to launch a new look for One8, open more stores, and expand the brand to other countries. 

Keeping all things in mind, Kohli wants to build a big global brand from India and believes that India should have its own famous Sportswear company. With news of him joining Agilitas, Kohli could turn his own brand into that vision and support Indian talent.