Virat Kohli recently made headlines by clearing his Instagram grid of all promotional posts, signaling a shift in his brand partnerships. Reports suggest that Kohli will be joining sports athleisure firm Agilitas as an investor, as his lucrative eight-year deal with Puma comes to an end. Agilitas, founded by former Puma executive Abhishek Ganguly, has secured licensing rights for Italian sports brand Lotto in key markets.
Kohli’s decision to join Agilitas stems from his desire to expand his own brand, One8, globally. He aims to collaborate with Agilitas to scale the brand, open more stores, and reach new markets. Despite Puma’s efforts to retain him, Kohli turned down their offer in pursuit of building a global company in India.
A Puma spokesperson confirmed the news, expressing well wishes for Kohli’s future endeavors. Kohli, who has been in top form in recent tournaments, including India’s Champions Trophy win and the ongoing IPL season with RCB, is set to make an official announcement regarding his new partnership during the IPL 2025 season.
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