Virat Kohli has decided to sell his sports lifestyle brand One8 to Bengaluru-based startup Agilitas while also investing Rs 40 crore in the company. With this move, Kohli will become a minority shareholder in Agilitas, a venture led by Abhishek Ganguly, who confirmed that the cricketer’s stake will fall in the “mid single digits” range.
This marks Agilitas’ second major acquisition after it bought Mochiko Shoes last year, a manufacturer that supplies footwear for global brands such as Adidas, Puma, New Balance, Skechers, Reebok, Asics, Crocs, and several others. Under the new deal, Kohli’s association with Agilitas will be exclusive, meaning he will not endorse any other sports brand going forward.
Kohli’s decision comes months after his long-standing eight-year association with Puma effectively came to an end. He was initially expected to renew his contract, now valued at nearly Rs 300 crore, but chose instead to part ways and align himself with Agilitas. Kohli later shared on social media that he could “either be a part of just One8 or be a part of Agilitas,” signalling his preference for a deeper business partnership.
According to Ganguly, Kohli is not trying to recover the large contract amount he walked away from. Instead, he sees greater long-term potential by becoming a stakeholder in Agilitas. The strategic shift reflects Kohli’s growing interest in building long-term business value beyond endorsements.
