In a bold and strategic move, Virat Kohli has ended his ₹110 crore endorsement deal with global sportswear giant Puma to join Indian sportswear startup Agilitas. The decision marks a significant shift not just in Kohli’s brand portfolio but also in the larger narrative of promoting Indian sports entrepreneurship.
Virat Kohli ends ₹110 crore endorsement deal with Puma
For years, Virat Kohli had been the face of Puma India, with the endorsement deal valued at around ₹110 crore. This long-standing association gave both the brand and the cricketer substantial visibility in the global sportswear market.
However, in 2025, Virat Kohli decided to part ways with the German brand. While the decision surprised many, insiders believe it aligns with Kohli’s vision to align himself with initiatives that support local innovation and entrepreneurship.
Becomes investor and face of Indian brand Agilitas
Taking his passion for fitness and sport beyond endorsements, Kohli has now become a strategic investor and brand ambassador for Agilitas. The company, a promising Indian sportswear and athleisure brand, is co-founded by former Puma India managing director Abhishek Ganguly.
Kohli’s investment and endorsement come at a time when Agilitas is eyeing aggressive expansion across India and abroad. The brand aims to offer premium-quality, performance-oriented products tailored for Indian athletes and fitness enthusiasts.
Move seen as support for Indian sports entrepreneurship
Industry experts and fans alike are applauding the move. It reflects Kohli’s increasing interest in empowering homegrown startups and building long-term partnerships with brands that resonate with his values.
“By backing Agilitas, Kohli is supporting a new wave of Indian sports entrepreneurship,” noted a brand strategist. The association is expected to inspire young athletes and entrepreneurs across the country.
This step is seen not only as a commercial move but also a cultural statement promoting the Make-in-India vision.
Marks a strategic brand repositioning for Kohli
The shift from a multinational brand to an Indian startup is also a part of Kohli’s strategic brand repositioning. Known for his disciplined lifestyle and strong values, the cricketer appears to be moving toward aligning with purpose-driven brands.
This isn’t Kohli’s first investment. He has previously shown interest in startups related to fitness, nutrition, and wellness. Agilitas now joins that portfolio, reinforcing Kohli’s identity not just as a cricketer, but as an entrepreneur and changemaker.
Conclusion
Virat Kohli’s decision to leave Puma and invest in Agilitas is more than just a branding story. It’s about values, vision, and the growing momentum of Indian startups. This ₹110 crore pivot is bound to redefine the way Indian athletes think about partnerships and endorsements.
For more on Indian sports business and athlete-driven entrepreneurship, explore related stories on platforms like YourStory and Inc42.
Follow us for more insights
