Virat Kohli is expected to become an investor in athleisure brand Agilitas following the end of his ₹110 crore deal with Puma.

After eight years with the German company Puma, star Indian batsman Virat Kohli is going to join local sportswear and athleisure company Agilitas as a brand ambassador and investor.

During the current IPL 2025 season, when Kohli is currently playing for Royal Challengers Bengaluru (RCB), an official announcement on the deal is anticipated. The news is probably going to be released before or around May 25, which is the end of the Indian Premier League.

Commencing in 2017, the 36-year-old’s collaboration with Puma, valued at around INR 110 crore, emerged as one of the most prominent athlete-brand agreements in India. The dissolution of the association was verified by a Puma representative.

Puma returned with an offer to keep the cricket player, but Virat Kohli wants to establish an international business from India.

“PUMA said it was a great association with Virat Kohli that spanned several years, many outstanding campaigns, and ground-breaking product collaborations. They wish him the best of luck in his future endeavours.”  According to CNBC-TV18, the sports firm stated, “As a sports brand, Puma will continue to actively invest in the next generation of athletes and aggressively build the future of the sporting ecosystem in India.”

The brand will play a big role in Agilitas’s development: Source

The batting virtuoso’s brand strategy has changed with the establishment of Agilitas in 2023 by former Puma India and South-East Asia MD Abhishek Ganguly. As part of a long-term partnership, he is anticipated to endorse the company’s products and purchase an equity position. In addition to obtaining the licensing rights for the Italian brand Lotto in Australia, South Africa, and India, the company had previously raised INR 100 crore from Nexus Venture Partners.

Reports state that Virat Kohli decided to work with Agilitas in order to grow his own company, One8. Agilitas will be in charge of extending and dispersing One8’s presence in India and abroad.

“A big component of Agilitas’s success narrative will be the brand. It all comes down to making One8 a worldwide brand for athletics and footwear. There isn’t an aspirational sportswear brand in India. One8 will rebrand and have a new brand identity, a source close to the matter informed Mint.

As part of a digital rebranding plan prior to the Agilitas announcement, Kohli recently made news by shifting all brand-related promotional content from his Instagram grid to the reels section.