Virat Kohli Rejected 300 Crores from Puma Group

In a stunning development shaking up the world of sports endorsements, cricket superstar Virat Kohli has rejected a whopping ₹300 crore extension deal from global giant Puma. This decision, reported in early 2025, ends an eight-year partnership that began with a landmark ₹110 crore contract in 2017. Instead, Kohli is channeling his energy into Agilitas, a fast-rising Indian sportswear startup, where he will serve as both investor and brand ambassador. The move underscores his ambition to create an aspirational Indian brand capable of competing on the world stage.

The news has sent ripples through the sports industry, with fans and analysts alike buzzing about what this means for Kohli's business empire and the future of Indian sportswear. After clearing his Instagram of Puma-related posts, speculation ran high, only for reports to confirm his pivot to Agilitas. This Bengaluru-based company, founded in 2023 by Abhishek Ganguly—former managing director of Puma India and South-East Asia—positions itself as "India's fastest growing futuristic, agile, consumer-centric sportswear company."

The End of an Era with Puma

Kohli's relationship with Puma was nothing short of transformative. Signed in 2017, the initial deal was valued at around ₹110 crore over eight years, making it one of the biggest endorsement contracts in Indian sports at the time. Under this banner, Puma launched "Puma One8," a collaborative line featuring athleisure, footwear, fragrances, and more, which reportedly generated ₹250 crore in business. Kohli became the face of the brand in India, helping Puma cement its presence in the world's most populous cricket-loving nation.

As the contract neared its end in 2025, Puma reportedly came back with a generous extension offer worth ₹300 crore (approximately US$35 million). Despite this, Kohli declined, prioritizing his vision for independent growth. |quote| Puma went back to Kohli with an offer to retain the cricketer, but he wants to build a global company from India, |quote| an industry source revealed. A Puma spokesperson responded gracefully, stating, |quote| As a sports brand, Puma will continue to actively invest in the next generation of athletes and aggressively build the future of the sporting ecosystem in India. |quote|

This split comes at a pivotal time for Puma globally, coinciding with the resignation of its CEO Arne Freundt in late April 2025. For Kohli, it marks the closure of a chapter that elevated his personal brand while boosting Puma's market share in India.

Embracing Agilitas: A Strategic Investment

Agilitas is no ordinary startup. Since its inception in 2023, it has raised significant funding, including ₹600 crore (US$70 million) from investors like Convergent Finance and Nexus Venture Partners, plus an additional ₹30 crore from individuals. To scale manufacturing, the company acquired Mochiko Shoes, India's largest sports footwear maker and long-term licensee for the Italian brand Lotto across India, South Asia, and Australia. It also secured long-term license rights for Lotto in these regions.

Kohli's involvement goes beyond mere endorsement. Reports indicate he has made a "substantial" investment, with one account specifying ₹40 crore for about 1.94% stake, and the company is in talks for more funding. He will act as co-creator, helping shape products and strategy. Crucially, Agilitas plans to integrate and expand One8—Kohli's lifestyle brand from 2016—through exclusive stores in new markets like the US and the UK.

shared an insider close to the deal. A formal announcement is anticipated soon, possibly during the IPL 2025 season, aligning with Kohli's ongoing stellar performances for Royal Challengers Bengaluru (RCB) and his role in India's Champions Trophy 2025 triumph.

It's all about turning One8 into a global brand—footwear, sportswear. India does not have an aspirational sportswear brand. There will be a new brand identity and relaunch for One8,

This partnership leverages Ganguly's Puma expertise, giving Agilitas insider knowledge to challenge giants like Puma, Adidas, and Nike in India’s booming sportswear market, projected to grow rapidly with rising fitness awareness and youth demographics.

Implications for Kohli, Agilitas, and Indian Sportswear

For Kohli, this is a high-stakes bet on self-reliance. At the peak of his career—with records like the most ODI centuries and highest IPL run-tally—he's leveraging his 270 million-plus Instagram followers to propel Agilitas. Success could redefine Indian athletes' role in business, moving from endorsers to owners. Failure, though, risks diluting his brand if the startup stumbles.

Agilitas gains immensely from Kohli's star power, accelerating its retail expansion and product launches. By tying up with One8, it creates a ready ecosystem for athleisure and footwear, targeting urban millennials and global diaspora. Experts see this as a smart play in a market where local brands struggle against international heavyweights but crave authenticity.

noted a sports marketing analyst. Puma, meanwhile, signals no hard feelings, focusing on fresh talents amid its strategic shifts.

Kohli's decision reflects a maturing Indian sports industry where athletes seek equity over endorsements,

The timing in December 2025 feels poignant, as IPL 2025 winds down and international cricket ramps up. Fans are left wondering if Kohli will don Agilitas gear on the field soon, blending his athletic prowess with entrepreneurial grit.

In summary, Virat Kohli's rejection of Puma's ₹300 crore offer to back Agilitas highlights his drive to foster Indian innovation in sportswear. Ending a fruitful Puma era, he's investing substantially, co-creating with the startup, and aiming to globalize One8—potentially reshaping endorsements and homegrown brands in cricket-mad India.