Virat Kohli strengthens his entrepreneurial journey with a ₹40 crore (US$4.4 million) investment in Agilitas Sports, a fast-growing Bengaluru sportswear company. He also transfers his lifestyle and sportswear brand ONE8 to the startup. This move marks a major shift in how he approaches business, because he now prefers equity involvement over conventional endorsements. Moreover, this step gives him long-term influence in the direction of a brand that aligns with his athletic identity.
Agilitas Gains Capital and Credibility
Agilitas Sports began in 2023 under the leadership of Abhishek Ganguly, the former managing director of Puma India. His industry knowledge shapes the company’s ambitious path. With Kohli’s investment, Agilitas gains cultural influence, financial strength, and massive visibility. Furthermore, Ganguly’s experience in scaling global brands inside India gives the startup a strong edge as it plans its next phase of growth.
End of an Era With Puma
Kohli ends his long association with Puma before completing this strategic deal. He earlier worked with the brand at a global level and co-created ONE8 during that partnership. However, he now chooses full control over ONE8’s future. This shift reflects his desire to build a deeper connection with the products and the overall brand philosophy. It also allows him to guide design, innovation, and positioning directly through Agilitas.
Strong Manufacturing Backbone Through Mochiko
Agilitas already controls a major part of its production pipeline. The company acquired Mochiko Shoes, a major supplier for Adidas, Puma, and New Balance. Therefore, Agilitas gains reliable manufacturing strength along with engineering expertise. Kohli’s investment adds momentum to this integrated model and supports rapid scaling of performance footwear and apparel. Additionally, this structure helps Agilitas reduce dependence on external suppliers and maintain consistent product quality.
Kohli’s Stake Reflects Strategic Confidence
The investment gives Kohli a mid-single-digit minority stake in Agilitas. He chooses this structure because he believes in Ganguly’s leadership and trusts the company’s long-term vision. Although he does not hold majority control, he gains the influence that comes with strategic partnership and brand ownership. Furthermore, he brings global athletic credibility that strengthens the company’s mission.
ONE8 Moves Into a New Era
ONE8 enters a transformation phase under Agilitas. The brand earlier focused mainly on lifestyle products due to its structure under Puma. Now, Agilitas plans a broader performance direction. It prepares to expand into running gear, training apparel, accessories, and high-performance footwear. With this expansion, ONE8 becomes more than a celebrity label. It evolves into a sportswear brand shaped by engineering and R&D rather than endorsement-driven merchandising.
Clear Omnichannel Roadmap
Agilitas outlines strong distribution plans for ONE8. The company designs an omnichannel rollout with a dedicated mobile app, e-commerce platform, and a chain of exclusive stores across major Indian cities. This strategy helps the brand reach consumers through multiple touchpoints. Additionally, Agilitas plans to target international markets such as the US, UK, and Australia by FY 2026–27. These regions already follow Kohli’s cricket career, so they provide natural entry points for global expansion.
Rise of India’s Sportswear Market
India experiences a rapid shift toward fitness, sports training, and active lifestyles. As a result, demand for performance-driven apparel grows quickly. Global giants dominate this space, yet Indian brands increasingly challenge them. Agilitas aims to lead this evolution by building strong design labs, research units, and manufacturing systems. Kohli’s involvement strengthens that ambition and attracts global talent, investors, and collaborators.
Kohli’s Business Philosophy Shapes the Move
Kohli builds his off-field career with deliberate choices. He focuses on ownership, strategic control, and long-term value. His investments include fitness companies, hospitality ventures, and tech-enabled brands. This new deal aligns perfectly with his approach. Instead of appearing in campaigns, he chooses to influence product development and brand identity. Furthermore, he positions himself as a stakeholder who cares about innovation, design, and global competitiveness.
Competitive Landscape Shifts
The Indian sportswear industry sits at a defining moment. Multinational brands such as Nike, Adidas, and Puma dominate high-performance categories. Indian brands like Campus and HRX grow fast but compete mainly in value segments. Agilitas wants to occupy a space between these two groups. With premium engineering and Indian manufacturing capabilities, the company seeks to challenge global players directly. Kohli’s global influence gives Agilitas a unique competitive advantage.
Focus on Sustainability and Innovation
Ganguly often highlights the importance of sustainability. He wants responsible production systems, recycled materials, and greener logistics. Agilitas integrates these values into product development. Kohli supports this direction because he regularly speaks about environmental responsibility. Sustainability, therefore, becomes a shared priority and a strong selling point in both domestic and international markets.
India’s Fitness Culture Strengthens the Opportunity
Indian consumers embrace running events, workout routines, yoga, and sports training more enthusiastically each year. This surge creates strong demand for performance apparel that blends comfort, design, and durability. Consequently, the timing of Kohli’s investment aligns perfectly with market growth. Agilitas wants to serve these evolving needs with world-class standards. Furthermore, the company wants to offer global-level quality at Indian-friendly price points.
A Blueprint for a New Generation of Indian Brands
This collaboration provides a powerful example for the Indian startup ecosystem. A global sports icon invests in a homegrown performance brand that wants to expand worldwide. This pattern encourages founders, athletes, and investors to believe in India’s ability to produce world-class consumer brands. Moreover, it reinforces the idea that Indian companies can lead innovation instead of only competing on price.
The Road Ahead
Agilitas, ONE8, and Kohli now share an ambitious roadmap. They aim to build a performance-led, design-driven, globally respected sportswear brand from India. With manufacturing, R&D, brand identity, and athlete insight under one umbrella, the company prepares for rapid expansion. Kohli’s decision strengthens this journey with influence, authenticity, and cultural power. Meanwhile, Agilitas gains the momentum needed to challenge multinational brands and redefine India’s position in the global sportswear market.
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