Many people know about this say celebrity cricketer Virat Kohli will join the sports and leisure company Agilitas as an investor. ₹German sportswear giant Puma is about to end. Announcements in this regard may be during the ongoing Indian Premier League (IPL).
Agilitas was founded in 2023 by former Indian Puma and Southeast Asia Managing Director Abhishek Ganguly. The company produces and retails sportswear merchandise in India and abroad. Last year, Agilitas obtained long-term licensing rights to the Italian sports brand Lotto in India, Australia and South Africa.
Zoom number 1 8
His lifestyle brand launched in 2017 Kohli’s turn to Agilitas at the heart of his lifestyle brand. Agilitas will distribute and expand the One8 brand by opening more stores and expanding the popularity of off-road cricket abroad and capitalize on the popularity of cricketers.
The person quoted above said on anonymity: “The brand will be a big part of the Agilitas growth story.” The person added: “It’s all about turning One8 into a global brand – Footwear, Sportswear. There is no ideal sportswear brand in India. There will be a new brand identity and a relaunch of One8.”
A PUMA India spokesman confirmed Kohli’s departure and wished him “to work best for his future”. The brand said it was a wonderful connection with him spanning several years, many excellent campaigns and disruptive product collaborations. “As a sports brand, PUMA will continue to actively invest in the next generation of athletes and actively build the future of the Indian sports ecosystem.”
Agilitas did not respond to Mint’s email inquiries. Kohli did not respond to the text.
“Puma returned to Kohli and proposed to keep the cricketer, but he wanted to build a global company from India,” said the person quoted earlier.
Architectural buildings in India
Last year, several media reports said Kohli was scheduled to terminate his contract with Kohli. At the time, Puma denied the reports, and Kohli continued to contact the company during the last year of the contract.
However, Kohli’s sneakers don’t carry Puma’s trademark “Formstrip”, which resembles three lanes on the sport track due to India’s successful championship trophy sports. Instead, Kohli’s live shoes now feature placeholder logos with interconnected triangles.
In global sports, athletes are typically typically wearing unbranded or so-called universal shoes during matches or appearances between contracts. This helps them avoid conflicts with current or future sponsors and remain neutral when negotiating deals.
In 2021, PUMA signed a long-term strategic partnership with Royal Challenger Bangalore (RCB), and Kohli has represented the franchise since the inaugural edition. A year later, Puma signed Bollywood actress and Kohli’s wife Anushka Sharma to become the brand ambassador.
Ambitious startups
Agilitas Sports has raised funds recommended by Conventent Finance LLP of the Investment Management and Consulting Partnership led by Harsha Raghavan, who has invested in it ₹4 billion, ₹$30 billion comes from individual investors. In December 2023, the company received funding ₹1 million from Nexus Venture Partners. In 2023, it also acquired sports shoe maker Mochiko Shoes Pvt. Limited plays a greater role in India’s sports manufacturing ecosystem.
