In a bold move that underscores the growing confidence in India’s entrepreneurial ecosystem, cricket icon Virat Kohli has rejected a massive ₹300 crore renewal offer from global sportswear giant Puma. Instead, he has chosen to invest in and co-build an independent Indian sportswear brand, marking a significant shift from lucrative endorsement deals to long-term ownership and equity.
The decision ends Kohli’s eight-year association with Puma, which began in 2017 with a landmark ₹110 crore contract – at the time, one of the biggest endorsement deals for an Indian athlete. Reports indicate that Puma was keen to extend the partnership for another eight years with an offer reportedly worth around ₹300 crore. However, Kohli opted out to pursue a more ambitious vision.
In April 2025, Kohli partnered with Agilitas Sports, a Bengaluru-based startup founded by Abhishek Ganguly, the former Managing Director of Puma India. Kohli has reportedly invested around ₹40 crore for a minority stake in the company, which acquired the rights to his lifestyle brand, One8. The collaboration aims to transform One8 from a co-branded line under Puma into a fully independent, premium Indian sportswear and athleisure brand with global aspirations.
This strategic pivot allows Kohli greater creative control, ownership, and potential for substantial long-term returns – similar to how tennis legend Roger Federer built significant wealth through his stake in the Swiss running brand On. Agilitas Sports, currently valued at over ₹2,000 crore according to some estimates, plans to expand One8 through dedicated stores, enhanced product lines, and international market penetration.
The move has drawn widespread praise, including from OYO founder and Shark Tank India judge Ritesh Agarwal. In a recent interview, Agarwal hailed Kohli’s decision as a powerful symbol of India’s maturing business landscape. He highlighted Kohli’s entrepreneurial instincts, recalling the cricketer’s earlier statement that he would have been a businessperson had he not pursued cricket professionally.
Agarwal emphasized that choosing to build a homegrown brand over a secure, high-value foreign endorsement reflects a new level of confidence among Indian icons. “It’s a great sign for the ecosystem when someone like Virat Kohli bets on creating something of his own rather than taking the safer route,” he said.
Kohli’s decision comes at a time when Indian consumers are increasingly embracing domestic brands, and the sportswear market in the country is booming. By backing an Indian company led by a former executive who deeply understands the local market, Kohli is positioning himself not just as a brand ambassador, but as a stakeholder in India’s growing sports and lifestyle industry.
As One8 evolves into a standalone entity under Agilitas, all eyes will be on whether this gamble pays off – both on the balance sheet and in redefining how Indian sports stars approach their commercial legacies. For now, Kohli’s choice stands as an inspiring example of betting on India and on oneself.
About The Author
