Virat Kohli ended his eight-year association with Puma India, marking a major shift in his endorsement strategy despite being one of the brand’s biggest global faces.
Puma reportedly offered Kohli a massive ₹300 crore deal to renew the contract, but the Indian star chose to walk away from the lucrative offer.
Instead of endorsements, Kohli opted for ownership, investing in Indian sportswear startup Agilitas Sports, signalling a long-term business vision.
Agilitas Sports, valued at around ₹2,058 crore, is led by former Puma India MD Abhishek Ganguly and aims to disrupt India’s sportswear and footwear manufacturing sector.
Sources suggest Kohli’s decision was driven by ‘Make in India’ thinking, as he looks to promote indigenous brands over foreign labels.
With ventures like one8, Wrogn and now Agilitas, Kohli has evolved from being a brand endorser to a brand builder, strengthening his growing business empire.