In a bold business move that signals a shift from celebrity endorsements to brand ownership, Virat Kohli has reportedly turned down an estimated ₹300-crore contract extension from global sportswear giant Puma and instead invested ₹40 crore in Agilitas Sports, a fast-growing Indian sportswear company.
The decision marks a significant change in Kohli’s commercial strategy. Rather than continuing with a guaranteed endorsement deal spread over eight years, the former India captain has chosen to become a stakeholder in a business where the success of his personal brand, One8, is directly linked to the company’s long-term growth.
Agilitas Sports was founded in 2023 by former Puma India and Southeast Asia Managing Director Abhishek Ganguly, along with Atul Bajaj and Amit Prabhu. The company is pursuing an ambitious vertically integrated model that combines product design, manufacturing and retail operations under one umbrella.
A major pillar of that strategy is Agilitas’ acquisition of Mochiko Shoes, one of India’s largest sports footwear manufacturers. Over the years, Mochiko has produced footwear for several leading international brands, including Adidas, Puma, Skechers, Reebok, Asics and Decathlon.
The acquisition gives Agilitas a strong manufacturing base at a time when India’s footwear industry is undergoing significant changes due to evolving import regulations. With production facilities in Noida and Uttarakhand, the company believes domestic manufacturing can provide a major competitive advantage.
Mochiko reported revenue of ₹642 crore in FY23, and Agilitas has set an ambitious target of reaching ₹1,350 crore in revenue by FY26.
The company’s growth story has already attracted prominent investors. Agilitas is backed by Convergent Finance, Nexus Venture Partners and Rainmatter. Following its latest funding round, the company has been valued at approximately ₹2,058 crore.
According to regulatory filings, Kohli has been allotted 3,61,611 compulsorily convertible preference shares worth nearly ₹40 crore. The investment gives him a 1.94 per cent stake in the company.
Unlike a traditional endorsement arrangement where a celebrity earns a fixed fee, Kohli’s returns will now depend on the company’s performance and the growth of the One8 brand within the Agilitas ecosystem.
The new phase of the partnership became visible on June 21 when One8 launched its first independent footwear collection in New Delhi. The collection includes premium cricket spikes — Cover Drive 18 Pro and Cover Drive 18 X — priced at ₹13,999 each, along with a range of lifestyle and training shoes.
Speaking at the launch, Kohli revealed that he rejected 17 footwear prototypes before approving the final designs, highlighting his involvement in the product development process.
The event also featured a light-hearted moment involving comedian Danish Sait, who appeared as his popular character Mr. Nags. Sait jokingly suggested that Kohli should return to Test cricket to help boost sales of the Seam XVIII Signature shoe, which is priced at ₹9,230 in tribute to Kohli’s Test career run tally.
Kohli, however, quickly dismissed the idea of a comeback, saying, “I am done with the longest format of the game.”
His investment in Agilitas reflects a broader trend among global athletes who are increasingly opting for equity-based partnerships instead of traditional endorsement contracts. By walking away from a guaranteed ₹300-crore deal, Kohli has effectively placed a long-term bet on the potential of an Indian sportswear company to compete with established global brands.
Whether that gamble ultimately pays off will depend not only on the strength of Kohli’s brand value but also on Agilitas Sports’ ability to scale One8 into a globally recognised sportswear business.