Virat Kohli's 8-year-old contract with Puma comes to an end.
Credit: ae.puma.com
Ace cricketer Virat Kohli is reportedly going to become an investor in sports athleisure firm Agilitas, as his eight-year-long contract with Pune, worth Rs 110 crore, is coming to an end. An announcement about this new development might be made during the ongoing Indian Premiere League (IPL).
As per a report in Mint, the main reason behind Kohli's decision to join hands with Agilitas is his aspiration to grow his lifestyle brand One8, that he launched in 2017. Sources told the publication that Agilitas will open more stores and grow abroad by leveraging the cricket star's popularity, meanwhile distributing and scaling the One8 brand.
“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," the publication quoted a source as saying.
Meanwhile, a spokesperson from Puma India wished his best to Kohli for his future endeavours, hence confirming his departure from the German sportswear giant.
"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 brand said, adding that its association with Virat Kohli was a wonderful one that included several outstanding campaigns and ground-breaking collaborations.
“Puma went back to Kohli with an offer to retain the cricketer, but he wants to build a global company from India," the brand confirmed.
Former Puma India and South-East Asia managing director Abhishek Ganguly founded Agilitas in 2023. This brand makes and retails sportswear in India and abroad. In 2023, the brand acquired sports footwear manufacturer Mochiko Shoes Pvt Ltd, and even managed to secure a Rs 100 crore from Nexus Venture Partners.
However, neither Agilitas nor Virat Kohli have confirmed their collaboration yet.