Virat Kohli, a name synonymous with cricketing excellence, is now making a profound impact beyond the pitch, embarking on a significant new chapter in the sports business world. After an illustrious eight-year association with sportswear giant Puma, the Indian cricket superstar has made a strategic move, reportedly investing a substantial Rs 40 crore into his personal lifestyle and athleisure apparel brand, ‘one8’. This bold investment marks the beginning of an exciting partnership between one8 and the promising new sportswear brand, Agilitas Sports. This venture highlights a shift from merely endorsing a brand to becoming a crucial stakeholder, driving the future of his own enterprise.
From Ambassador to Stakeholder: A Strategic Shift
Kohli’s decision to embark on this new journey came after reportedly declining a lucrative Rs 300 crore offer to renew his contract with Puma. This move underscores a calculated, long-term vision, demonstrating his desire to actively shape his brand’s direction and growth, rather than just be its face. His personal brand, ‘one8’, named after his jersey number, has always reflected his style and philosophy. By teaming up with Agilitas Sports, Kohli consolidates his influence, transforming into a pivotal business partner. This strategic shift showcases his entrepreneurial spirit, fostering a homegrown sportswear ecosystem, and positioning him as a serious player in the global athleisure market.
The Vision Behind the Venture: One8 x Agilitas
The partnership with Agilitas Sports is particularly noteworthy, given its roots. Agilitas is a new-age sportswear startup co-founded by Abhishek Ganguly, the former Managing Director of Puma India. This background brings invaluable industry expertise and deep market understanding. Kohli himself articulated his confidence in the venture, citing Ganguly’s insights, robust manufacturing capabilities, and the calibre of professionals joining Agilitas as key motivators for his investment. This collaboration leverages Agilitas’s operational strength and Ganguly’s vision with the immense brand power and personal connection that Virat Kohli brings through ‘one8’. This synergy is poised to create a formidable presence in the competitive sportswear segment.
More Than Just Money: A Commitment to Growth
While the reported Rs 40 crore investment is significant, Abhishek Ganguly clarified that Kohli’s involvement transcends mere financial returns. Kohli is not looking to simply recover the estimated Rs 300 crore he potentially forewent from Puma; instead, he views this as a long-term play with “massive upside” as a stakeholder in Agilitas. This perspective indicates a genuine belief in the potential of the combined entity and a desire to build enduring value. As a minority shareholder, Kohli’s influence will be integral to the strategic direction of both one8 and Agilitas, fostering innovation and expansion. This entrepreneurial move parallels his exceptional form on the cricket field, where he continues to break records, showcasing a sustained drive for excellence.
Disclaimer:
This article is based on publicly available reports and news concerning Virat Kohli’s business ventures. It is intended for informational purposes only and does not constitute financial advice or endorsement. Readers should conduct their own research and consult with financial professionals before making any investment decisions.
Image Credit: NDTV
