Kohli's Next Big Play: Agilitas Set to Go Global

Virat Kohli has made a bold move in the sportswear industry, investing in Agilitas, a homegrown aspirational brand, as both an investor and co-creator. The Indian cricket icon, who recently ended his eight-year association with Puma, declined a ₹300 crore contract renewal offer from the German sportswear giant to focus on Agilitas' global expansion.  

 

Agilitas, founded in 2023 and backed by former Puma India and South-East Asia Managing Director Abhishek Ganguly, is gearing up to launch its brand and open new stores under Kohli’s One8 label. The company aims to leverage Kohli’s immense popularity to establish itself in international markets, including the US and UK.  

 

One8, originally a collaboration with Puma, had generated ₹250 crore in business. Now, Kohli plans to take the brand independent, mirroring tennis legend Roger Federer’s investment in Swiss athletic apparel company On. Kohli will continue as One8’s brand ambassador and co-creator, ensuring its growth as India’s first aspirational sportswear brand with global ambitions.  

 

Agilitas has already made significant strides, acquiring sports footwear manufacturer Mochiko Shoes, India’s largest domestic sports footwear producer, and raising ₹600 crore in its first year through Convergent Finance, Nexus Venture Partners, and individual investors.  

 

Sources: Economic Times, The Hindu BusinessLine, Rediff Money.