Virat Kohli is expected to join Agilitas during the 2025 Indian Premier League and end his partnership with Puma.
Puma Tried to Retain Kohli- According to reports, Virat Kohli would be ending his long-standing collaboration with Puma, one of the most well-known athlete-brand connections in India. This is a big step in the field of sports marketing. During the current Indian Premier League (IPL) 2025 season, where Kohli remains a key player on and off the pitch, the official announcement is anticipated to be made.
Social Media Move Sparks Speculation
Virat Kohli recently attracted fans’ attention on social media when he deleted all promotional images from his Instagram grid on Wednesday, sparking rumours about Kohli’s brand ties earlier this week. Both his supporters and the media were taken aback by this action. The posts removed consisted of paid partnerships and advertisements, which were not deleted but strategically moved to the reels section instead.
A definite indication of a planned brand move, Kohli’s home grid now just shows his own posts and information associated with his One8 business.
New Direction: From Puma to Agilitas
A thorough study by Mint has now disclosed the cause for the switch, pointing to a significant change in Kohli’s brand strategy. The article claims that the RCB player would now become an investor in Agilitas, a sports athleisure company.
This change coincides with the end of a high-profile endorsement chapter and the completion of his eight-year contract with Puma, which is valued at about INR 110 crore. A broader objective is also indicated by Kohli’s exit from Puma: an emphasis on brand development and ownership as opposed to merely sponsorships.
Agilitas: The New Home for One8
An announcement about Kohli’s new partnership is expected to be made during the current IPL 2025 season, according to the Mint story. The fact that Abhishek Ganguly, the former managing director of Puma India and South-East Asia, launched Agilitas in 2023 adds even more curiosity to this alliance.
With the acquisition of long-term licence rights for the Italian sports brand Lotto in Australia, South Africa, and India, Agilitas has already caused a stir in the market. Agilitas should see a significant increase in exposure and credibility as a result of Kohli’s arrival.
Virat Kohli’s Decision Explained
Kohli’s desire to expand One8, his own brand, is at the core of his choice. The article claims that Agilitas would grow and disseminate the brand by adding additional locations and extending its reach abroad, bringing it to a worldwide level.
According to an individual familiar with the development who spoke to Mint on condition of anonymity, “The brand will be a significant part of Agilitas’s growth story.” “It’s all about making One8 a worldwide brand—footwear, sportswear,” they continued. India does not have an aspirational sportswear brand. There will be a new brand identity and relaunch for One8.”
Why Kohli Rejected Puma’s Offer
Remarkably, Puma offered to extend their prior contract in an attempt to keep Kohli. But because he wanted to establish a multinational business in India, he turned down the offer.
“Puma returned to Kohli with an offer to keep the cricket player, but he wants to build a global company from India,” the insider told Mint. This demonstrates Kohli’s transition from brand ambassador to brand developer and innovative businessman.
Puma’s Statement on Kohli’s Departure
An unidentified Puma representative also acknowledged the development and wished Kohli well going forward in a statement included in the story. “Puma will continue to actively invest in the next generation of athletes and aggressively build the future of the sporting ecosystem in India,” the statement stated.
This shows that even as one of Puma’s most recognisable partnerships ends, the company plans to go forward and keep funding new athletes.
Kohli’s Form on the Field Matches His Off-Field Moves
Despite all of this off-field activities, Kohli has recently been playing at an incredible level, demonstrating that his emphasis on branding has not degraded his skill. His recent inclusion on India’s Champions Trophy 2025 winning team is evidence of his ongoing success in international cricket.
Furthermore, as supporters have come to anticipate, he has maintained that form for RCB in the current IPL 2025 season, playing crucial roles and taking the lead.
Virat Kohli’s career is entering a new phase that combines cricket, business, and international aspirations thanks to this developing collaboration.
