Virat Kohli's ₹300 Crore Gamble: Why He Rejected Puma to Build an Indian Sportswear Giant

Indian cricket superstar Virat Kohli has made one of the boldest business decisions of his career by turning down an estimated ₹300 crore contract renewal from Puma and choosing to invest in an Indian sportswear company instead. Rather than continuing as the face of a global brand, Kohli has decided to focus on building his own sportswear empire through One8 and Agilitas Sports.

The decision surprised many industry observers because the Puma offer reportedly guaranteed around ₹300 crore over eight years. For most athletes, such a deal would have been an easy choice. However, Kohli chose a different path, investing approximately ₹40 crore of his own capital into Agilitas Sports and taking an ownership position in the business.

From Endorser to Owner

Kohli's move represents a shift from endorsement-based earnings to long-term brand ownership. Instead of simply promoting products created by another company, he now has a direct stake in the success of One8 and its future growth. Industry experts compare the strategy to global athletes who have built successful brands through equity ownership rather than sponsorship agreements alone.

One8 was originally launched in partnership with Puma and became one of India's most recognized athlete-led lifestyle brands. Following the end of Kohli's association with Puma, the brand is now being scaled through Agilitas Sports, a company founded by former Puma India Managing Director Abhishek Ganguly.

The Vision Behind One8

Agilitas Sports aims to transform One8 from a lifestyle label into a full-scale sportswear brand capable of competing with global giants. The company plans to expand into performance footwear, sports apparel, accessories, and sporting goods across multiple categories. The long-term goal is to create a premium Indian sportswear brand with international reach.

Kohli has reportedly taken an active role in product development. According to company executives, several product prototypes were reviewed before final designs were approved, reflecting his hands-on involvement in the brand's evolution.

Global Expansion Plans

Agilitas is preparing an omnichannel launch strategy for One8, including e-commerce, mobile applications, and exclusive retail stores. The company also plans to expand into international markets such as the United States, United Kingdom, and Australia. This expansion strategy is designed to position One8 as a globally recognized sportswear brand originating from India.

The company has strengthened its manufacturing capabilities through strategic acquisitions and partnerships, giving it greater control over product development, production, and distribution. This vertically integrated approach is expected to help One8 compete more effectively in the global sportswear market.

A New Chapter for Indian Sports Brands

Kohli's decision highlights a broader shift in how athletes approach business opportunities. Rather than relying solely on endorsement deals, many sports stars are increasingly seeking ownership and equity in the brands they help create. By rejecting a lucrative sponsorship agreement and betting on a homegrown venture, Kohli is aiming to build a long-term legacy that extends beyond cricket.

If successful, One8 could become one of the first Indian sportswear brands to establish a significant global presence, proving that Indian companies can compete in a market traditionally dominated by international giants.