Virat Kohli ended his high‑profile endorsement arrangement with Puma, reportedly worth ₹300 crore, and instead made a decisive shift—investing ₹40 crore in Bengaluru‑based Agilitas Sports. Rather than renewing the Puma deal, Kohli opted for ownership in a promising Indian sportswear venture. In an exclusive report by Moneycontrol, Chandra R. Srikanth and Tushar Goenka revealed that the cricketer’s ₹40 crore investment marks the first tranche of a broader strategic partnership with the startup.
Strategic stake: what the ₹40 crore tranche entails
Through this investment, Kohli has been issued approximately 3.6 lakh Class 2 Compulsorily Convertible Preference Shares (CCPS), meaning they will convert into equity shares at a future date—granting him real ownership and influence in Agilitas’s decision‑making and brand trajectory.
“Kohli’s initial investment of Rs 40 crore is just the first tranche of a larger round. He is set to invest more money personally into the company and increase his involvement with Agilitas,” – sources told Moneycontrol.
Agilitas: building a homegrown sportswear ecosystem
Founded in 2023 by former Puma India managing director Abhishek Ganguly, Agilitas has rapidly expanded through acquisitions and licenses. In 2023 alone, the company acquired Mochiko Shoes—an OEM supplier for brands like Adidas, Puma, New Balance, Skechers, Reebok, Asics, Crocs, Decathlon, Clarks and US Polo—and secured the long‑term license for selling Lotto footwear in India. Its model integrates manufacturing, brand development, and retail, positioning Agilitas to penetrate multiple sportswear categories.
One8 integration and brand building
Kohli’s lifestyle brand, One8—currently licensed via Puma—will now be folded into Agilitas’s long‑term growth strategy. Plans include launching standalone One8 retail stores across India, followed by global expansion in key markets such as the US and UK. Kohli is set to take an active role in product design, marketing strategy, and steering its global positioning.
Scaling up amid significant funding momentum
Agilitas has already raised between ₹500–600 crore from investors including Spring Capital, Nexus Venture Partners and former cricketer Yuvraj Singh. Kohli’s entry adds credibility and boosts visibility, helping the startup build a robust retail footprint and compete with international incumbents. As its venture ecosystem matures, the value of Kohli’s investment is expected to appreciate alongside broader sales growth.
From ambassador to brand owner: evolving role of Indian athletes
Kohli’s move reflects a new trajectory for Indian sports icons—shifting from endorsement platforms to becoming equity‑backed stakeholders and brand builders. Instead of endorsing global brands, he is now co‑creating one. This evolution underscores a growing trend among top athletes to become strategic investors in high-growth homegrown ventures.
