VIRAT KOHLI CHOOSES AGILITAS OVER PUMA IN A LANDMARK MOVE BUILT ON TRUST AND LONG-TERM VISION

Virat Kohli’s decision to back Abhishek Ganguly’s Agilitas—selling One8 to the company and investing ₹40 crore—signals a deep, long-term partnership rooted in trust. Despite a major renewal offer from Puma, Kohli chose shared ownership and vision, marking a pivotal moment in athlete-led brand building in India.  

Virat Kohli’s decision to choose Agilitas over Puma is more than a headline-grabbing brand move; it marks a definitive moment in the evolution of athlete–entrepreneur partnerships in India. It also tells a story that extends far beyond commercial transactions — a story of belief, personal trust, and long-term alignment. At the centre of that story stands Abhishek Ganguly, the man who has quietly shaped some of the most influential chapters in the intersection of Indian sport, culture and business.

To those following their journeys, the partnership between Kohli and Ganguly is anything but accidental. It traces back years, built through shared experiences, collaborations and conversations that reveal an unusually personal connection for two people ostensibly tied by the dynamics of brand endorsements. One of the clearest early glimpses into this relationship appeared on 1 April 2021, when Ganguly sat down with Kohli for a candid interview that touched on topics rarely explored so openly by India’s foremost cricket icon — leadership, pressure, personal values, and the grounding role of family. The tone of the conversation, marked by ease and authenticity, hinted at a rapport that had already grown deeper than the average athlete–brand executive equation.

That sense of familiarity did not emerge overnight. It had been steadily built through an eight-year partnership at Puma, where Ganguly, then Managing Director, worked closely with Kohli to shape a new phase of athlete-driven brand building in India. It was under this association that One8 — the lifestyle brand bearing Kohli’s signature identity — was conceptualised, launched and eventually scaled into one of the country’s most recognisable athlete-led labels. The success of One8 did not simply reflect Kohli’s star power; it reflected an alignment of vision, strategy and execution between athlete and brand leader. Over time, that alignment grew into trust — the rare kind that influences major decisions long after professional roles change.

That trust is now visible in Kohli’s latest move: selling his One8 brand to Agilitas, the sportswear and athleisure company founded by Ganguly, and simultaneously investing ₹40 crore to become a minority shareholder. For an athlete who is arguably the most marketable figure in India, this decision represents a clear departure from short-term, contract-led brand endorsements. Instead, it signals a commitment to building something more foundational — an entrepreneurial relationship rooted in long-term growth and shared ownership.

Financially, the contours of the deal are compelling enough to draw attention: Kohli’s equity investment, the complete transfer of One8 to Agilitas, and the strategic implications for the company’s ambitions in India’s rapidly expanding sports and lifestyle sector. But the significance of the decision becomes even sharper when placed against the backdrop of the broader options before him. According to widespread reports, Kohli had a substantial renewal offer from Puma — a deal that would likely have cemented his position as one of the highest-paid endorsers in the global sportswear landscape. Choosing Agilitas instead, despite the magnitude of the offer on the table, indicates that this was not a decision driven purely by contract economics. It was shaped by belief — in the vision of the company, in the value of ownership, and in the person leading it.

Ganguly’s role is central to understanding why this move resonates so strongly in the industry. His tenure at Puma India was marked by ambitious growth, cultural relevance and a clear understanding of how sport and lifestyle intersect in a young, aspirational market. He also built an ecosystem that valued athlete partnerships not as transactional platforms but as collaborative ventures. Kohli, through his years working with Ganguly, was not just an ambassador delivering campaigns; he was a co-creator building a brand identity, a product direction and a narrative that extended far beyond the field. That collaborative spirit is what made One8 a success in its first iteration — and what now sets the stage for its next chapter within Agilitas.

For Kohli, the decision aligns seamlessly with his evolution as more than an athlete. Over the past decade, he has built a portfolio of investments and entrepreneurial ventures, from fitness to hospitality to digital platforms, each reflecting a desire to shape long-term value rather than simply endorse. His investment into Agilitas fits squarely into that arc. It also represents a shift in how top athletes view their role within the brands they partner with. Rather than being the face of a product, Kohli is choosing to be a stakeholder in its future — a move that mirrors global trends seen among elite athletes who seek equity, influence and creative control.

For Agilitas, the timing could hardly be more significant. The company, still in its early phase, is positioning itself as a challenger in a highly competitive market dominated by global giants. Kohli’s involvement gives Agilitas not only star power but credibility — the kind built through years of proven collaboration. In turn, the acquisition of One8 brings a ready-made brand with strong consumer equity into the Agilitas portfolio, accelerating its ability to scale at a time when Indian consumers are increasingly shifting toward unique, homegrown lifestyle labels with global aspirations.

Beyond the commercial implications, what stands out in this moment is the deeply human dimension behind the decision. High-profile brand partnerships often mask the reality that these relationships are built by people — people whose values, instincts and trust shape decisions as much as market research or boardroom strategy. Kohli and Ganguly have, over the years, shown that they share a clarity of purpose: to build something meaningful, to do it with integrity and to remain grounded in the process. Their conversations, collaborations and respect for each other’s perspectives have created a foundation strong enough to guide major life and career choices.

In that light, the move is not surprising at all — it is a continuation of a long-running journey. It also marks a shift in how Indian athletes may choose to navigate the intersection of sport, business and culture in the years ahead. Kohli’s decision signals that ownership matters, that trust matters, and that long-term belief can outweigh even the most lucrative short-term contracts.

In a country where cricket is an emotional force and its stars are cultural touchstones, such decisions ripple far beyond boardrooms. They influence how younger athletes think about their careers, how emerging brands imagine their partnerships and how consumers perceive authenticity in an increasingly commercialised landscape. Kohli choosing Agilitas is, therefore, not simply a business move — it is a message about conviction.

As Agilitas begins its journey with Kohli as a partner, not just a face, the story is only beginning. But its foundation — built on years of shared work, mutual respect and an unwavering sense of trust — is already stronger than most. In the end, this is a story not merely about a brand or an endorsement. It is about belief in a vision and belief in a person, and that may be the most powerful asset of all.