Indian cricket icon Virat Kohli has taken a major entrepreneurial leap, marking a new chapter for his much-loved lifestyle brand, One8. In a significant move within the Indian sportswear and athleisure industry, Kohli has sold One8 to Agilitas Sports—an emerging homegrown sportswear company—while simultaneously investing Rs 40 crore in the startup. The deal positions Kohli as a minority shareholder and signals the brand’s transition from being operated under a global giant to becoming an independent, Indian-owned label with ambitious global aspirations.

The acquisition unfolds as a two-part transaction: Agilitas Sports now fully owns and operates One8, and Virat Kohli assumes the role of investor and exclusive collaborator. With this shift, One8 moves away from its previous licensing association with Puma and starts afresh under the leadership of Abhishek Ganguly, the former managing director of Puma India and now the co-founder and CEO of Agilitas Sports.

A Strategic Transition: From Puma to Agilitas

For years, One8 operated as a partnered brand under Puma, gaining popularity through Kohli’s influence and Puma’s distribution capabilities. However, with Kohli’s eight-year association with Puma concluding, the athlete opted for a new direction. Although he had the opportunity to renew his contract with Puma—a deal reportedly valued at Rs 300 crore—the cricketer chose not to continue, instead redirecting his focus toward building something “for the long run.”

This decision was far from impulsive. As Kohli later explained, his confidence in Agilitas was shaped largely by Abhishek Ganguly’s vision and experience. Ganguly, who once played a major role in signing Kohli as Puma India’s brand ambassador, outlined the manufacturing strength, technical expertise, and team foundation that would support One8’s evolution.

“When the offer came through and he made me understand the force behind it, the manufacturing capabilities, the expertise he has, and the kind of people that were going to come on board, I thought this could become something big and of course, I wanted to be a part of it,” Kohli said in a heartfelt social media post announcing the deal.

The Investment: Kohli’s Stake in Agilitas Sports

As part of the acquisition, Kohli has invested Rs 40 crore into Agilitas Sports. While the company has not publicly disclosed the exact equity he will hold, Ganguly confirmed that Kohli’s share would fall within the “mid-single-digit” range. Through this deal, the cricket star officially becomes a minority shareholder in the Bengaluru-based sportswear startup.

Significantly, Kohli’s association with Agilitas will be exclusive. This means he will not endorse any other sports brand—a move that underscores his commitment to growing One8 and supporting Agilitas.

Ganguly further emphasized that this partnership is not motivated by short-term financial recovery. In letting go of a sizable renewal offer from Puma, Kohli demonstrated belief in the long-term upside of co-building a brand rather than endorsing one.

“Virat is not looking at a way to recover the Rs 300 crore that he’s let go. He is in this for the long run and sees massive upside by being a stakeholder in Agilitas,” Ganguly noted.

Agilitas Sports: Building a Homegrown Sportswear Ecosystem

Agilitas Sports, founded by Abhishek Ganguly along with former Puma colleagues, aims to create a fully integrated sportswear ecosystem in India. The company’s vision gained momentum last year when it acquired Mochiko Shoes, a major manufacturer supplying top global brands including Adidas, Puma, New Balance, Skechers, Reebok, Asics, Crocs, Decathlon, Clarks, and US Polo.

The acquisition of One8 now becomes Agilitas’ second major purchase, strengthening its position as a serious player in the Indian sports and athleisure market. With One8’s strong brand identity and Kohli’s cultural influence, Agilitas is poised to expand aggressively within India and abroad.

One8’s Next Phase: Independent, Indian-Owned, and Global

With Agilitas at the helm, One8 is ready to operate as a completely independent label, with a clear roadmap for expansion. The company plans to adopt a robust multi-channel distribution strategy that includes physical retail, e-commerce, marketplaces, and shop-in-shop formats.

Agilitas aims to open the first exclusive One8 store by mid-2025. These brand outlets will span around 2,500 to 3,000 square feet, allowing for immersive customer experiences and a broader showcase of products.

In India, One8 merchandise will be made available across:

• A dedicated shopping app

• The One8 web store

• Online marketplaces

• Shop-in-shop retail placements

• Exclusive brand outlets

The company plans to launch a diverse range of products, including shoes, apparel, and functional lifestyle items. Designed for both on-field performance and off-field wear, One8’s offerings will continue to reflect the fusion of athletic utility and casual comfort that has made the brand popular.

One8 Footwear and Pricing

One8’s footwear range is expected to be priced between Rs 4,000 and Rs 10,000—a segment aimed at urban, active consumers seeking premium yet accessible athleisure products. This pricing strategy aligns with Agilitas’ broader mission of bridging performance and affordability in India’s sportswear market.

Global Expansion Plans

As Agilitas scales the brand, One8 is expected to move beyond India’s borders within the next 12 to 15 months. The United States will be the first international market in the brand's global rollout, followed by planned expansion into the United Kingdom and Australia.

“There will be a whole roster of products that will be launched under the One8 brand, and global distribution will start in the next 12 to 15 months, with the US as our first market,” Ganguly shared.

This global push represents a major milestone—not just for One8, but for India’s sportswear sector, which has long been dominated by international players.

Why Kohli Chose Agilitas Over a Bigger Contract

Kohli’s decision to forego a Rs 300-crore renewal deal with Puma surprised many. Yet his move reflects a shift in mindset: from being a celebrity ambassador to becoming a strategic stakeholder.

In his words: “I could have either been a part of just One8 or been a part of Agilitas.”

By choosing the latter, Kohli gains substantial control over the direction, identity, and evolution of the brand he built. This aligns with his entrepreneurial vision and his growing portfolio of business interests.

Social Media Announcement: “A New Journey Begins”

Kohli announced the partnership with Agilitas Sports through an emotional message on social media, expressing confidence in the brand’s future:

“Today marks the beginning of an exciting new chapter straight from my heart. A new journey begins for one8 and Agilitas, driven by purpose and ambition. Takes one8 home to Agilitas.”

The announcement also confirmed his Rs 40-crore investment and sealed his role as a driving force in the brand’s next phase.

Kohli’s Athletic Form Adds Momentum

Interestingly, this business milestone comes at a time when Kohli has been in exceptional cricketing form. The 37-year-old recently amassed 302 runs—including two centuries—in a three-match series against South Africa, earning the Player of the Series award. His on-field excellence continues to reinforce his influence as a brand leader and public figure, providing strong momentum for One8’s renewed journey.

A Landmark Deal for India’s Sportswear Industry

Virat Kohli’s sale of One8 to Agilitas Sports—and his Rs 40-crore investment into the company—marks one of the most significant developments in India’s sportswear and lifestyle space in recent years. With a clear long-term vision, homegrown leadership, and international ambitions, One8 is poised to expand far beyond its earlier identity as a Puma-operated label.

As Agilitas leverages strong manufacturing capabilities and a strategic global expansion plan, and as Kohli steps into a deeper strategic role, One8 enters a new era marked by independence, innovation, and worldwide potential.

With inputs from agencies

Image Source: Multiple agencies

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