In a stunning development in the world of sports endorsements, India’s legendary cricketer Virat Kohli is set to join sports athleisure firm Agilitas as an investor.
This means Kohli’s long-standing partnership with German sportswear giant Puma coming will come to an end.
He will support Agilitas to take one8 as an independent aspirational sports brand from India to the world. An announcement in this regard is likely to be made during the ongoing Indian Premier League (IPL) season.
As far as Agilitas is concerned, it was founded in 2023 by former Puma India and South-East Asia managing director Abhishek Ganguly. The company manufactures and sales sportswear goods in India and abroad. Agilitas made huge strides last year, acquiring long-term licence rights for Italian sports brand Lotto in India, Australia, and South Africa.
Coming to Virat Kohli’s association with Puma, it began with a landmark deal worth ₹110 crores back in 2017. Under Kohli's stewardship as brand ambassador, Puma India scaled new heights, enjoying unprecedented growth and market dominance.
Virat Kohli is currently plying his trade for Royal Challengers Bengaluru (RCB) in the IPL 2025. In four matches so far, the star batter has registered scores, 59*, 31, 7 and 67.
