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Indian cricket icon and Royal Challengers Bengaluru (RCB) star Virat Kohli has reportedly concluded his eight-year association with German sportswear brand Puma, ending a ₹110 crore deal. As per media reports, Kohli is now set to join homegrown sportswear brand Agilitas as an investor, with an official announcement likely to be made during IPL 2025.
Kohli is now backing Agilitas Sports, a homegrown athleisure brand, where he comes on board as both investor and brand ambassador. Indian cricketer Virat Kohli has ended his long-standing association with Puma, concluding an eight-year endorsement deal reportedly worth Rs. 110 crore, as reported by Mint. As mentioned in the report, Kohli is now backing Agilitas Sports, a homegrown athleisure brand, where he comes on board as both investor and brand ambassador.
"Agilitas was founded in 2023 by former Puma India and South-East Asia managing director Abhishek Ganguly. The company makes and retails sportswear goods in India and abroad. Last year, Agilitas acquired long-term licence rights for Italian sports brand Lotto in India, Australia, and South Africa.", according to the report.
Virat Kohli signed with Puma in 2017 in what was then a landmark deal in Indian sports marketing, a first for an Indian athlete. During the partnership, he led several major campaigns and launched the One8 line, which played a key role in expanding Puma’s presence in the Indian sportswear market.
According to multiple reports, Virat Kohli turned down a Rs. 300 crore extension deal with Puma to back Agilitas, a homegrown athleisure startup. The brand was founded in 2023 by Abhishek Ganguly, who previously served as the managing director of Puma India and Southeast Asia. Kohli joins Agilitas as both an investor and brand ambassador, signalling a strategic shift toward supporting Indian ventures.
