When Virat Kohli rejected a ?300 crore deal with Puma to invest in an Indian sportswear startup and focus on One8's global growth

Virat Kohli officially announced his retirement from international cricket today, fans across the world reflected not only on his cricketing milestones but also on the bold off-field decisions that defined his journey. Among them was Kohli’s call to end his eight-year partnership with global sportswear giant Puma and instead invest in homegrown sportswear startup Agilitas. The move, made last month, surprised many but underlined Kohli’s growing focus on building his own brand and legacy beyond cricket.

Turning down ?300 Cr, investing in Agilitas

Industry sources revealed that Kohli declined a ?300 crore renewal deal from Puma, choosing instead to invest in Agilitas, a startup founded by former Puma India and South-East Asia MD Abhishek Ganguly. While the size of Kohli’s investment remains undisclosed, it is reportedly a significant sum. His involvement is not just financial—he will serve as a co-creator and brand ambassador, helping shape Agilitas' vision to become India's first global aspirational sportswear brand.

Building One8 beyond cricket

One8, the brand Kohli registered in 2016, had earlier partnered with Puma and reportedly generated business worth ?250 crore through exclusive merchandise under the ‘Puma One8’ label. With his exit from Puma, Kohli is now looking to globalize One8 independently. Agilitas will play a key role in that expansion, with plans to open new One8 stores and launch internationally, starting with markets like the US and UK. Kohli’s involvement mirrors the approach taken by tennis star Roger Federer, who co-created a line with Swiss brand On.

Agilitas: Backed by experience and capital

Founded in 2023, Agilitas is backed by strong leadership and funding. Apart from Ganguly, the company acquired Mochiko Shoes, India’s largest domestic sports footwear manufacturer, and raised ?600 crore from Convergent Finance and Nexus Venture Partners, along with ?30 crore from individual investors. The brand is still in its early phase but plans to launch officially within the next three months.

Puma acknowledges exit, looks ahead

Puma confirmed Kohli’s exit in a statement, wishing him well and acknowledging their long association filled with successful campaigns and product collaborations. The timing of his departure also coincided with global CEO Arne Freundt’s exit from Puma on April 30, 2025.

As Kohli steps away from the game, his business journey seems to be entering a new innings—one built not just on endorsements, but on ownership and vision.