Virat Kohli brings One8 brand home with Agilitas Sports

Indian cricket star Virat Kohli has officially brought his lifestyle brand One8 under the umbrella of Indian sportswear startup Agilitas Sports , marking the beginning of a new chapter for both. In an announcement on social media, Kohli wrote: “A new journey begins for one8 and Agilitas,” signaling the transition clearly.

Under the new arrangement, One8, which previously operated in partnership with global sportswear brand Puma, will now be housed and scaled by Agilitas . Agilitas, founded in 2023 by former MD of Puma India, Abhishek Ganguly and other ex-Puma executives, brings deep manufacturing, retail, and supply-chain expertise to the table.

Agilitas has already strengthened its infrastructure with the acquisition of Mochiko Shoes in 2023, one of India’s largest sports-footwear manufacturers, which produces for major global brands. The company has also raised significant funding, around ₹430 crore , including venture capital and private investments, giving it the financial muscle to scale brands like One8.

For Virat Kohli, the deal is more than branding, it’s an equity investment . He has already invested around ₹40 crore in Agilitas, acquiring roughly 1.94% equity , elevating himself from a brand ambassador to a co-owner and strategic partner . This setup allows him to focus on brand vision, design, and strategic decisions , while Agilitas handles operations, manufacturing, and distribution .

The move positions One8 as a homegrown Indian brand with global ambitions , rather than just a celebrity-backed label. With Agilitas’s infrastructure, One8 can open dedicated retail stores, scale its product line, and expand internationally. Analysts note that this shift allows Kohli to prioritize long-term brand value over endorsement deals, including the ₹300 crore renewal deal he reportedly turned down at Puma .

Going forward, the success of One8 under Agilitas will depend on product quality, marketing, supply-chain efficiency, and consumer adoption . If executed well, One8 could become one of India’s first globally relevant, homegrown sports-lifestyle brands , with Kohli playing a key role not just as its face, but as an architect of its growth .