Virat Kohli has agreed to sell his sports-lifestyle brand One8 to Agilitas Sports, a Bengaluru-based sportswear and apparel startup. Moneycontrol
- At the same time, Kohli is investing ₹40 crore in Agilitas to become a minority shareholder under the new structure.
- Post-deal, One8 will operate under Agilitas’s vertically integrated manufacturing-to-retail setup, with Kohli remaining closely involved as co-founder and brand face.
Why Kohli and Agilitas made the move
🔁 End of Puma association, new direction for One8
Kohli’s long-term endorsement deal with global sportswear giant Puma ended earlier this year. Instead of renewing it, he chose to bring One8 under an Indian-owned company with manufacturing and retail control — giving him a more home-grown, scalable platform.
🏭 Agilitas’s integrated manufacturing + retail capabilities
Agilitas Sports already owns manufacturing (after acquiring Mochiko Shoes in 2023), design, R&D, and retail distribution. By acquiring One8, Agilitas aims to build it into a “high-performance sportswear brand” with global ambitions.
🤝 Strategic alignment and brand vision
Kohli has emphasized that One8 embodies performance, comfort, and an Indian identity — a philosophy that Agilitas says aligns with its own vision. This strategic alignment, Kohli says, motivated his decision to “take One8 home” to Agilitas.
What changes under new ownership — Future plans for One8
- One8’s product focus will likely shift toward performance-led footwear, training apparel, and sports-centric lifestyle wear, leveraging Agilitas’s manufacturing strength.
- Agilitas plans to use its integrated supply-chain — from R&D and manufacturing to retail — to scale One8 across India, and potentially globally in the coming years.
- With Kohli remaining co-founder and active investor, One8 retains its association with a top athlete — which could help maintain brand credibility and consumer trust.
What it means: For the Indian sportswear market & celebrity-led brands
- The deal signals growing maturity in India’s sportswear ecosystem — shifting from global-brand dominance to strong domestic platforms with manufacturing and retail control.
- For celebrity-led brands, this may become a template: owning the brand under Indian companies capable of scale, rather than relying on global brand-partnerships.
- The integration may lead to more affordable, high-quality Indian-made sportswear — benefiting consumers and giving domestic brands a chance to compete internationally.
What remains uncertain — What to watch
- Agilitas hasn’t disclosed the exact size of Kohli’s stake; reports suggest his share will be in mid single digits.
- The commercial success will depend on execution: manufacturing capacity, distribution scale, product quality, and market acceptance beyond star association.
- Transition risks: rebranding, supply-chain integration, and maintaining design & quality standards will be crucial to retain One8’s identity as it moves from being an athlete-launched brand to being part of a larger company.
Final thought
Virat Kohli’s sale of One8 to Agilitas Sports — along with his ₹40 crore reinvestment — marks a new chapter for the brand. By combining his star power with Agilitas’s manufacturing and retail infrastructure, One8 could evolve from a celebrity-led label into a serious home-grown sportswear contender. The next few years will show whether this bold move pays off — not just for Kohli, but for India’s sportswear industry at large.
