Virat Kohli Launches New Innings with ₹40 Crore Investment in Agilitas

By MaverickNews30 Bureau

In a bold move that blends brand vision with business foresight, cricket icon Virat Kohli has invested ₹40 crore into Bengaluru-based sportswear startup Agilitas Sports, marking the first tranche of a larger strategic investment.

The move signifies Kohli’s evolution from an ambassador to a business stakeholder—transitioning from high-value endorsements to active equity participation in shaping India’s sportswear landscape.

💼 A Power Play Beyond Endorsements
This investment comes on the heels of Kohli concluding his eight-year endorsement journey with Puma, reportedly worth ₹110 crore. Despite being offered renewal deals reportedly exceeding ₹300 crore, Kohli chose to chart a more entrepreneurial path—investing directly in Agilitas, co-founded by his longtime collaborator and ex-Puma India MD, Abhishek Ganguly.

Kohli now holds approximately 360,000 Class 2 CCPS (compulsorily convertible preference shares) in Agilitas, with plans to increase his stake further in the coming months. This partnership is not symbolic—it includes active board-level involvement and strategic collaboration.

“It’s not just about endorsement anymore. I want to be part of building something from the ground up—something that’s proudly Indian but globally ambitious,” Kohli shared during an internal company interaction.

🚀 The Agilitas Vision: India’s End-to-End Sportswear Powerhouse
Founded in 2023, Agilitas Sports is on a mission to create a full-stack sportswear ecosystem—from manufacturing to marketing. Within its first year, the company has:

Acquired Mochiko Shoes, a key manufacturer for brands like Adidas, New Balance, and Puma.

Secured exclusive licensing rights for Lotto across India, South Asia, and select international markets.

Raised over ₹600 crore from marquee investors like Nexus Venture Partners and Convergent Finance.

With Kohli’s brand credibility and business interest now firmly backing the venture, Agilitas is set to fast-track its roadmap of launching homegrown products, flagship stores, and expanding digital channels.

🌍 Kohli’s One8 to Go Global
Another pivotal angle in this deal is the scaling of One8, Kohli’s lifestyle brand. Under Agilitas, One8 is expected to expand into a global lifestyle and performance label, targeting premium markets in the US, UK, and the Middle East—taking cues from models like Roger Federer’s collaboration with On.

This tie-up will see Agilitas handle One8’s product innovation, manufacturing, and omni-channel distribution, marking a rare blend of celebrity-driven brand-building backed by vertical operational strength.

🔮 What Lies Ahead
Increased Investment: Kohli is expected to commit more capital in upcoming tranches as Agilitas scales operations.

Brand Launches: The company will roll out multiple brand campaigns and retail activations in the second half of FY25.

IPO Watch?: Market watchers speculate that Agilitas may eye a public listing within the next 3–4 years, positioning itself as India’s first global sportswear conglomerate.

📝 Editor’s Note:
With this move, Kohli not only backs a rising Indian startup but also signals a paradigm shift in how celebrities engage with business. No longer content with being the face of a brand, India’s sporting elite is now taking seats at the table—crafting the brand, driving the product, and sharing the outcome.

As the lines blur between athlete, influencer, and entrepreneur, Kohli’s innings with Agilitas could well become a case study in brand-building from the inside out.

Vijay Amin.