Virat Kohli joins sportswear brand Agilitas to scale One8

After turning down what insiders say was a Rs 300-crore renewal deal with Puma, Virat Kohli is taking his next big swing. The former Puma ambassador has joined Indian sportswear firm Agilitas as an investor and co-creator, setting the stage for One8 to break out as an independent global brand.

Kohli in 2017 signed a Rs 110-crore deal with Puma and the partnership housed One8 under Puma’s umbrella and generated an estimated Rs 250 crore in business over the years. But now, One8 will open exclusive stores and expand to global markets including the US and UK, according to the media reports.

Backing Kohli’s move is Agilitas founder Abhishek Ganguly—formerly Puma India and Southeast Asia’s MD. 

Kohli’s investment, while undisclosed, is being called “significant” by insiders. His role will mirror that of Roger Federer with Swiss brand On—part investor, part co-creator, and full-time face of the brand.

In the lead-up to this pivot, Kohli gave his Instagram grid a quiet makeover. He removed all brand-sponsored content from his profile, keeping only personal updates and posts related to One8. Promotional content hasn’t disappeared—it’s simply been tucked into the Reels section, creating a clean, curated front.

“This is a powerful move,” said Anirush, CEO of influencer marketing platform HashFame. “Kohli’s cleanup is a reality check for all brands. Brand posts aren’t legacy, they’re inventory. Once the shelf resets, only the man stays. Not the ads. It’s a reminder, paid media is temporary, owned media is forever.”

But for Kohli’s brand image, it’s a power move. It signals: ‘I’m not a billboard. I’m a brand myself, he explained.

With 271.2 million followers on Instagram, Kohli's content pulls strong numbers: 1 million average likes, 16,000 comments per post, and a reel view average of 24.8 million. Despite only 18 image posts remaining on his grid, he’s posted 131 reels to date—indicating where his attention lies. His audience is predominantly male (74.93%) and mostly aged between 25–34 years. Credibility score? A solid 80.9%.

Over the years, Kohli has promoted brands like Myntra (20 posts), Puma (20), American Tourister (9), Vivo India (7), Star Sports (6), along with Flipkart, Too Yumm, and Audi. He also features in a reel with his wife Anushka Sharma for Puma—one of the brand’s most viral celebrity couple campaigns. 

The point to note is will Anushka continue to endorse Puma? 

Kohli, on the other hand, has also onboarded Sporting Beyond Pvt Ltd, a sports marketing and consulting firm, to manage his commercial portfolio—including endorsements, partnerships, sponsorships, and sports hospitality. 

“The team at Sporting Beyond shares my values of transparency, integrity, and a love for sport,” Kohli posted on Instagram.

This shift comes at a time when India’s new Digital Personal Data Protection (DPDP) regime is empowering creators and athletes to take greater control over their audience data. Kohli, like others in his league, is poised to act as a data fiduciary—reshaping influencer-brand relationships with a focus on trust, transparency, and ownership.

As for Puma, the brand confirmed the split earlier this week, calling the partnership “wonderful” and wishing Kohli well. Meanwhile, its global CEO Arne Freundt is stepping down on April 30, 2025—a notable development in the backdrop of Kohli’s departure.

Agilitas, meanwhile, is building serious muscle. The firm recently acquired Mochiko Shoes—India’s largest domestic sports footwear manufacturer—and raised Rs 600 crore from Convergent Finance and Nexus Venture Partners, with an additional Rs 30 crore from individual investors.

For Kohli, it’s not just about stepping away from a contract. It’s about stepping into the next phase of his legacy.