Indian cricket star Virat Kohli has ended his eight-year partnership with Puma, walking away from a Rs. 110 crore endorsement deal that began in 2017. According to a report by Mint, Kohli has instead joined Agilitas Sports, a homegrown athleisure brand, as both investor and brand ambassador.
Remarkably, Kohli reportedly declined a Rs. 300 crore extension offer from Puma to support the Indian startup. This marks a significant shift in his endorsement strategy toward backing domestic ventures.
Agilitas Sports was founded in 2023 by Abhishek Ganguly, former managing director of Puma India and South-East Asia. The company produces and retails sportswear in India and international markets, and recently acquired long-term license rights for Italian sports brand Lotto in India, Australia, and South Africa.
Kohli’s original deal with Puma in 2017 was groundbreaking in Indian sports marketing—the first of its kind for an Indian athlete. Throughout the partnership, he headlined major campaigns and launched the One8 product line, which significantly contributed to Puma’s expansion in the Indian sportswear market.
This move reflects a growing trend of top athletes investing in startups rather than simply endorsing established global brands, potentially signaling a new era in sports marketing where athlete-entrepreneurs take equity positions in emerging companies.
