Virat Kohli has sold his lifestyle label One8 to Bengaluru-based startup Agilitas and invested ₹40 crore into the company. The move marks a sharp shift in Kohli’s brand strategy, especially after he chose not to renew his long-running Puma endorsement deal earlier this year. Under the new arrangement, Kohli has signed an exclusive agreement with Agilitas, which prevents him from endorsing any other sportswear brand. Regulatory filings show he currently holds 1.94% equity through compulsorily convertible preference shares, though reports suggest his final stake will fall in the mid-single-digit range.
Kohli’s decision to walk away from a guaranteed, high-value Puma partnership and instead take equity in a young company points to a more entrepreneurial approach. He appears to be betting on the long-term value of owning a brand rather than simply endorsing one. Agilitas executives hinted that the collaboration could lead to a fresh sports label launch and a physical retail presence for One8, giving the brand a wider footprint than before. Months of negotiations culminated in One8 officially moving under Agilitas, though it will continue to operate as an independent premium sportswear label.
Kohli described the transition online as “the beginning of an exciting new chapter,” adding that he was “taking One8 home to Agilitas.” The startup’s leadership has confirmed that they are finalising distribution partnerships in markets such as the UK, South Africa and the US. A broader global rollout is also being planned as the company works to strengthen One8’s presence outside India. At the same time, Agilitas is engaging with athletes and sporting events to boost the brand’s visibility, though commercial details are still being worked out.
The move is strategically significant for Agilitas, a company founded in 2023 by former Puma India managing director Abhishek Ganguly and his partners. Agilitas operates with an integrated model that combines design, manufacturing and distribution under one roof. It owns Mochiko Shoes, a major manufacturer for global sportswear giants including Adidas, Puma and Skechers, and also controls the licensing rights for Italian brand Lotto in India. With these capabilities, Agilitas aims to scale One8 at a far quicker pace than before, positioning it as a serious player in both domestic and international markets.
For Kohli, the shift reflects a deeper involvement in the business side of sport. Instead of simply serving as a global face for a brand, he is stepping into a role that allows him to influence product development, brand strategy and long-term growth. With Agilitas looking outward to major international markets and inward to expand its retail and distribution network, One8’s next phase is expected to be significantly more ambitious than its origins.
The sale marks the end of Kohli’s Puma chapter but opens a new one where he becomes more than an ambassador—he becomes a stakeholder shaping the future of an Indian-born sportswear label.
