Earlier this week, fans were left puzzled after noticing something unusual on Virat Kohli’s Instagram profile. Most of the promotional content and branded partnerships that used to dominate his feed had quietly disappeared.
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Only personal moments and posts related to his brand One8 remained visible. It turns out this move was a calculated step. As per a report by LiveMint, Kohli is walking away from a staggering ₹110 crore endorsement with global giant PUMA.
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Why is Virat Kohli ending his ₹110 crore PUMA deal?
Kohli has had a highly successful partnership with PUMA for nearly eight years. But with the contract nearing its expiry, he has decided not to renew. Instead, he is all set to invest in Agilitas, a new-age sportswear company launched in 2023.
The startup is headed by Abhishek Ganguly, the former managing director of PUMA India and South-East Asia. Sources suggest PUMA was keen to retain the star, even returning with fresh offers. But Kohli reportedly declined.
What is Agilitas and how is it linked to Virat Kohli's brand?
Agilitas may be a relatively new name in the sportswear market, but it’s not lacking in ambition. The company has already secured long-term licensing rights for Italy's Lotto across India, South Africa, and Australia.
Kohli’s association with Agilitas won’t be a mere ambassador role. Rather his own label, One8, will be integrated into Agilitas' roadmap, with a relaunch and new brand identity. The aim will be to take One8 to global markets, build new stores and evolve it beyond apparel.
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