In a decisive strategic pivot, Indian batting stalwart Virat Kohli has sold his sportswear and lifestyle brand One8 to Bengaluru-based Agilitas Sports, while simultaneously investing ₹40 crore to emerge as a minority shareholder in the company. The deal marks the end of One8’s licensing phase under global brands — and the beginning of a new, wholly home-grown chapter under Agilitas’s wings.
From Puma Licensing to Full Ownership: What Changes
One8 was originally launched under a licensing agreement, first riding on the back of global sportswear giant Puma. But the new arrangement transfers full ownership to Agilitas. According to Agilitas founder-CEO Abhishek Ganguly, this transition opens the door for a complete brand overhaul — with renewed focus on design autonomy, manufacturing control, and independent retail presence.
The shift is more than cosmetic. Under Agilitas, One8 aims to shed its identity as merely a “celebrity-linked” label and instead evolve into a bona fide Indian sportswear brand with global ambitions. Ganguly emphasised the company’s plan to tap into its vertically integrated infrastructure — from R&D and manufacturing to retail — to build a truly high-performance, multi-sport brand.
Strategic Investment: Why Kohli Took the Plunge
For Kohli, the ₹40 crore investment is more than financial. In a public post announcing the deal, he described it as “the beginning of an exciting new chapter — taking one8 home to Agilitas.”
The move comes just months after his long-standing association with Puma ended. Rather than renew a reported ₹300 crore contract, Kohli opted to back an Indian startup — signalling a commitment to domestic manufacturing and brand-building.
Though Agilitas has not publicly disclosed the exact percentage stake Kohli will hold, multiple reports suggest it would be in the “mid single digits.”
The Bigger Picture: Why Agilitas is Betting Big
Founded in 2023 by former Puma India director Abhishek Ganguly, Agilitas is not new to ambition. The company already runs domestic manufacturing operations through its acquisition of Mochiko Shoes — India’s largest sports-footwear manufacturer — and claims high production capacity and strong quality control.
With One8 now under its umbrella, Agilitas plans to relaunch the brand early next year, roll out dedicated One8 mono-brand stores across India by mid-2026, and begin global expansion by the end of next year — with the US, UK and Australia named among priority markets.
Ganguly insisted that One8 under Agilitas is not being positioned simply as a celebrity endorsement label, but as a “global contender” — India’s answer to established sportswear heavyweights.
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What This Means for Cricket — And the Brand
From the cricketing side, the news may not translate directly to on-field performance, but it could influence off-field dynamics. As a shareholder and co-creator, Kohli is now invested — literally and figuratively — in the success of his brand beyond boundaries. That could influence how he aligns with sponsors and partnerships in coming years, perhaps steering clear of conflicting endorsements.
Fans and pundits might also see it as a statement about the growing maturity of Indian sports stars — from brand ambassadors to brand builders. Given Kohli’s continued relevance in national selection debates, the transition underscores how top players are increasingly thinking long-term: not just about runs or trophies, but about building a legacy beyond the boundary rope.
A New Chapter Opens — For One8, Agilitas and Kohli
The One8 acquisition — and Kohli’s investment in Agilitas — marks a milestone in India’s evolving sportswear ecosystem. What began as a celebrity-licensed label is now being re-imagined as an India-born, globally ambitious sportswear brand. For Kohli, this is a shift from being just the face of a brand to becoming a stakeholder in its future.
As Agilitas gears up for re-launch, broader retail expansion and international forays, the coming months will be critical. Will One8 under Agilitas resonate with consumers both in India and abroad? That depends on product quality, distribution strength — and perhaps, a bit of star power backing it all.