Virat Kohli invests ₹40 crore in Agilitas, stepping into a strategic role as investor, co-creator, and brand ambassador—signaling a big shift from endorsements to brand ownership.
Turning Down Puma
After concluding his eight-year ₹110 crore deal with Puma, Kohli declined a ₹300 crore renewal to back Agilitas, a sportswear startup founded in 2023 by ex-Puma India MD Abhishek Ganguly. He now aims to scale his One8 lifestyle brand globally via this partnership.
Investment Details
Multiple sources confirm Kohli’s stake—estimated around ₹40 crore—though exact numbers weren’t disclosed. Agilitas has already raised ₹600 crore backed by Convergent Finance, Nexus Venture Partners, and others
Growth & Strategy
Agilitas, which owns India’s Mochiko Shoes and holds the Lotto license for India, Australia, and South Africa, plans to launch One8 stores across India, and expand into markets like the US and UK. Kohli’s role goes beyond funding—he’s deeply involved in product design and brand strategy.
Global Ambitions
Mirroring the path taken by Roger Federer with On, Kohli is positioning One8 as India’s first aspirational global sportswear brand. Formal launch and store openings are expected within the next three months economictimes
Why This Matters
- For consumers: Expect premium One8 products with enhanced quality and reach.
- For the industry: The move marks a shift from celebrity endorsements to celebrity-owned ventures, strengthening India’s sportswear ecosystem.
- For Kohli: It cements his transition from cricket legend to entrepreneur and global lifestyle brand icon.
Conclusion
Virat Kohli invests ₹40 crore in Agilitas, marking a major step beyond endorsements. With strategic funding, brand influence, and a global vision, One8 could soon rival international players—starting from India’s backyard.
