Virat Kohli’s decision to invest in Agilitas Sports rather than renew a lucrative endorsement deal marks a defining moment in the evolution of Indian sports business.
It is not just another celebrity-brand association, but a structural shift from face value to ownership, from short-term endorsement income to long-term enterprise building.
Kohli has invested around ₹40 crore in the Bengaluru-based sportswear startup, acquiring an estimated 1.9–2 percent equity stake, while simultaneously transferring his lifestyle brand One8 into the Agilitas ecosystem. In doing so, he reportedly walked away from a ₹300 crore renewal offer from Puma, ending an eight-year association that had made him one of the most valuable endorsers in Indian sport .
This move is significant not only for its scale, but for what it represents: a top Indian athlete choosing equity and control over guaranteed cash flow.
From Endorsement to Ownership
Traditionally, Indian athletes especially cricketers have monetised their brand through endorsement contracts that offer certainty and scale. Kohli’s Puma deal was precisely that: high-value, low-risk, and commercially proven. Choosing to forgo it in favour of equity reflects a more mature, global approach to athlete wealth creation.
By investing directly into Agilitas, Kohli has tied his financial upside to the company’s long-term success. His returns will now depend on enterprise value growth, not annual endorsement fees. This aligns his interests with investors, management, and consumers reducing the gap that often exists between celebrity ambassadors and the businesses they promote.
In effect, Kohli has repositioned himself from a brand endorser to a co-builder.
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Agilitas Sports was founded in 2023 by Abhishek Ganguly, the former Managing Director of Puma India and Southeast Asia. Ganguly knows the Indian sports retail ecosystem intimately consumer behaviour, pricing sensitivities, and the operational gaps that global brands often struggle with locally.
What sets Agilitas apart is vertical integration. The company acquired Mochiko Shoes, one of India’s largest sports footwear manufacturers, which also supplies global giants like Adidas, Puma, and New Balance. By owning manufacturing, Agilitas controls cost, quality, speed-to-market, and R&D advantages that are critical in building a high-performance sports brand from India .
This was a key factor in Kohli’s decision. Rather than betting on brand imagery alone, he is backing infrastructure and capability.
The One8 Reset
A crucial part of the deal is the acquisition of One8, Kohli’s existing brand, by Agilitas. One8 had earlier positioned itself largely as a lifestyle and athleisure label. Under Agilitas, it will now be reimagined as a high-performance sports brand, with a sharper focus on functional footwear, training apparel, and sport-led products.
For Agilitas, One8 offers instant brand recall, a ready consumer base, and cultural relevance shortening the time needed to build trust in a crowded market. For Kohli, it removes the operational burden of running a standalone brand while allowing him to remain closely involved as a co-founder within a larger, better-capitalised platform.
This consolidation reflects strategic clarity: performance over lifestyle, depth over breadth.
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The partnership comes at an opportune time. India’s sports apparel market, valued at around USD 0.7 billion, is projected to more than double to USD 1.5–1.6 billion by 2030, driven by rising health awareness, urban fitness culture, and demand for technical athleisure .
Global brands dominate this space, but they also operate with higher costs, complex supply chains, and pricing that often stretches Indian consumers. Agilitas aims to challenge that dominance by combining global-quality manufacturing with local cost efficiencies and athlete-led credibility.
Kohli’s global profile further strengthens this ambition, especially as Agilitas plans international expansion into markets like the US, UK, and Australia in the coming years.
A Blueprint for Indian Athletes
Beyond Agilitas, Kohli’s move sets a precedent. It signals to Indian athletes that the next phase of commercial growth lies not just in endorsements, but in equity participation, governance, and value creation. Globally, athletes like LeBron James and Serena Williams have built immense wealth through ownership stakes. Kohli’s investment brings that mindset firmly into the Indian sports ecosystem.
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The ambition is bold and not without risk. Competing with established global brands will demand flawless execution, sustained capital, and genuine product excellence. Agilitas is already valued at over ₹2,000 crore, and expectations will be high. But if successful, this partnership could redefine how Indian sports brands are built and how Indian athletes participate in that journey.
Virat Kohli has not just invested in a company. He has invested in the idea that India can build a global, high-performance sports brand on its own terms.
