Virat Kohli rejected a Rs 300-crore endorsement deal with Puma to establish his own sports brand, One8 [1].
This decision represents a significant shift in how elite athletes in India approach brand partnerships. By prioritizing ownership over a guaranteed payout, Kohli is attempting to build a sustainable domestic infrastructure for sports apparel rather than serving as the face of a global corporation.
To facilitate the launch of One8, Kohli invested Rs 40-crore in Agilitas Sports [1]. This strategic partnership provides the operational framework necessary to scale a home-grown brand within the competitive Indian market. The move marks a transition from being a brand ambassador to becoming a business owner in the sporting goods sector.
Kohli's choice to walk away from the Puma offer highlights a growing trend of athlete entrepreneurship. While the immediate financial loss is substantial, the long-term goal is to create an Indian sports brand that can compete on a global scale. This approach allows for greater creative control, and a larger share of the equity in the resulting enterprise.
Agilitas Sports serves as the vehicle for this venture, combining Kohli's marketability with industrial capacity. The investment of Rs 40-crore [1] is a calculated risk intended to capture the expanding demand for athletic wear in India. By eschewing the Rs 300-crore payout [1], Kohli has pivoted his financial strategy toward asset building and domestic industry growth.
“Virat Kohli rejected a Rs 300-crore endorsement deal with Puma to establish his own sports brand, One8.”
This move signals a shift in the Indian sports economy, where top-tier athletes are moving away from traditional endorsement models toward equity-based entrepreneurship. By leveraging his personal brand to seed a domestic company, Kohli is attempting to disrupt the dominance of global sportswear giants in the Indian market, potentially paving the way for other athletes to prioritize brand ownership over short-term liquidity.
