Cricket icon Virat Kohli has announced a strategic partnership with sportswear company Agilitas to scale his personal brand One8, marking a significant move in the athlete’s business portfolio.
Strategic Alliance
The collaboration between Kohli and Agilitas aims to transform One8 from a celebrity endorsement vehicle into a global sportswear contender. This partnership leverages Kohli’s massive fan following and Agilitas’s expertise in sportswear manufacturing, distribution, and marketing.
“I’ve always envisioned One8 becoming more than just another celebrity brand,” Kohli stated during the announcement. “With Agilitas’s infrastructure and industry knowledge, we can truly realize the potential of what we’ve built so far.”
Expanding the One8 Portfolio
Initially launched in 2017, One8 (named after Kohli’s jersey number) began primarily with apparel collaborations and later expanded into fragrances, footwear, and lifestyle products. The Agilitas partnership is expected to significantly broaden the brand’s product range with performance-focused athletic wear designed specifically for cricket and other sports.
The expanded collection will reportedly include technical sportswear utilizing Agilitas’s proprietary fabric technologies while maintaining the aesthetic and ethos established by Kohli’s personal brand.
Global Ambitions
Sources close to the deal indicate that international expansion is a key objective of this partnership. While One8 has achieved considerable success in India, the brand has yet to establish a significant presence in other cricket-playing nations and beyond.
“We see tremendous potential in taking One8 to markets where cricket has a strong following, and eventually to global sports enthusiasts worldwide,” said Agilitas CEO in a press statement. “Virat’s appeal transcends cricket, and we believe One8 can do the same.”
Market Impact
Industry analysts view this move as strategically timed, noting the growing market for premium sportswear in India and other emerging economies. The partnership enters a competitive landscape dominated by global giants but with increasing space for authentic brands with strong local connections.
“Celebrity brands often struggle with longevity, but Kohli’s consistent performance and professional image give One8 a solid foundation,” notes sports marketing expert Anjali Mehta. “The Agilitas partnership could provide the business infrastructure needed to transform One8 from a personality-driven brand to an enduring sports label.”
Future Roadmap
The partnership agreement includes plans for dedicated One8 retail locations in major Indian cities within the next 18 months, followed by e-commerce expansion and potential international store presence in cricket-loving markets such as Australia, England, and the UAE.
Both parties have emphasized that Kohli will remain deeply involved in product development and brand direction, ensuring that One8 continues to reflect his personal standards and aesthetic preferences.
With this strategic alliance, Kohli joins the ranks of global sports personalities who have successfully transitioned from endorsers to entrepreneurs, creating lasting business legacies beyond their athletic careers.
