Kohli ends eight-year deal with Puma; may join Agilitas as investor: report

Cricketer Virat Kohli is set to become an investor and brand ambassador for Bengaluru-based sportswear company Agilitas, after his eight-year partnership with German sportswear brand Puma came to an end, Mint reported, citing people in the know.

An announcement is expected during the ongoing Indian Premier League (IPL), where Kohli is playing for Royal Challengers Bengaluru (RCB).

Agilitas was founded in 2023 by Abhishek Ganguly, the former managing director of Puma India and Southeast Asia.

The company makes and sells sportswear products in India and other countries. In December 2023, Agilitas raised Rs100 crore from Nexus Venture Partners to grow its business.

Kohli, 36, may acquire an equity stake in Agilitas and focus on scaling his lifestyle brand One8, which he launched in 2017.

Agilitas will support One8’s growth by expanding retail presence and taking the brand to international markets, Mint reported, citing people in the know. A new brand identity and relaunch for One8 is in the pipeline.

Puma India confirmed Kohli’s departure, stating, “PUMA wishes Virat the best for his future endeavours,” and called the collaboration as a long and productive one, featuring “many outstanding campaigns, and path-breaking product collaborations.”

Kohli joining Agilitas shows a growing trend of athletes becoming part-owners of the brands they support. His role in the company marks his entry into the business side of sports, where he will be involved as both an investor and a public face.