2025-04-10T21:19:58.000Z

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MUMBAI: In a significant shift in his business strategy, former Indian cricket captain Virat Kohli has decided to conclude his long-standing partnership with the renowned German sports brand Puma. This transition marks a pivotal moment for Kohli as he steps into the role of an investor in Agilitas, a burgeoning sportswear company.

Kohli had forged an impressive eight-year relationship with Puma, having signed a contract in 2017 worth around Rs 110 crore. Over the years, he became a recognizable face of the brand in India, engaging in numerous successful campaigns and innovative product collaborations that resonated with sports enthusiasts and casual consumers alike. Sources close to the matter disclosed that Kohli opted not to extend his partnership with Puma, even after the brand proposed a lucrative deal estimated at Rs 300 crore for the next eight years. This decision underscores Kohli's desire to pursue new opportunities.

Puma India has officially confirmed the conclusion of their partnership with Kohli. A spokesperson for the brand expressed gratitude towards the cricketer, stating, "Puma wishes Virat the best for his future endeavors. It was a wonderful association with him spanning over several years, highlighted by numerous outstanding campaigns and groundbreaking 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." This sentiment reflects the positive relationship they maintained throughout their collaboration.

While the consultancy firm Sporting Beyond, which manages Kohli's business interests, has yet to respond to inquiries about this transition, it is clear that Kohli is looking to pivot towards expanding his lifestyle and athleisure brand, one8. With ambitions of taking one8 global, Kohli's investment in Agilitas represents a strategic move towards achieving this goal. Agilitas, co-founded in 2023 by Abhishek Ganguly, the former managing director of Puma India and Southeast Asia, is poised to leverage Kohli's star power and vision in the competitive sportswear market.

This move not only illustrates Kohli's evolving business acumen but also highlights the dynamic landscape of the sports apparel industry in India, as brands increasingly seek unique collaborations that resonate with consumers. As consumer preferences shift towards lifestyle and athleisure wear, Kohli's involvement with Agilitas could reshape the market and amplify his brand's reach.