Virat Kohli terminates endorsement deal with Puma, to invest in Agilitas
Indian cricket superstar Virat Kohli has terminated his Rs 110 crore (approximately $13.2 million) deal with Puma in order to invest in Agilitas, a homegrown Indian sportswear startup.
Founded in 2023 by Abhishek Ganguly, Former Managing Director, Puma India and Southeast Asia, Agilitas was launched with an aim to build a global sportswear brand from India. A long-term ally of Kohi, Ganguly originally signed the cricketer for the German sportswear giant in 2017.
Kohli’s personal brand One8 will now be integrated and expanded under the Agilitas umbrella. Agilitas will lead the brand’s retail expansion across India and on a global scale.
Kohli’s departure is more than just a business decision. Kohli ended his endorsement with PepsiCo in 2017 on concerns of promoting sugary drinks. His move to invest in Agilitas aligns with a similar pattern of purpose-driven decision-making.
Agilitas has already secured over Rs 530 crore (approximately $63.6 million) in funding from investors such as Convergent Finance and Nexus Venture Partners. The startup owns the 40-year licensing rights for India, Australia, and South Africa for the Italian sports brand Lotto and has also acquired Mochiko Shoes, a sports footwear manufacturer.
