Kohli invests ₹40 Cr in Agilitas, moves One8 brand, ends Puma deal

• Virat Kohli invested Rs 40 crore in Agilitas Sports, becoming a minority shareholder and transferring his One8 athleisure brand.
• This move ends Kohli's 8-year, Rs 110 crore endorsement contract with Puma, opting for an exclusive partnership with Agilitas.
• Kohli chose Agilitas, founded by former Puma India MD Abhishek Ganguly, over a potential Rs 300 crore Puma renewal.
• He views his stake in Agilitas as a long-term investment with significant growth potential in India's expanding sportswear market.
• Agilitas has aggressively expanded, raising substantial funds and acquiring Mochiko Shoes, along with licensing rights for Lotto.

Why It Matters: Kohli's strategic investment reshapes his brand and impacts the sportswear industry.