Virat Kohli’s long-standing relationship with the sports brand Puma is reportedly winding down, as the star cricketer is looking to explore new opportunities. Kohli, who has been a major figure in the cricket world, signed a hefty deal estimated at around Rs. 110 crores back in 2017, which secured his partnership with Puma for eight years. As that contract is coming to a close this year, news suggests that Kohli won’t be renewing his deal with Puma and will be moving in a different direction.
A spokesperson for Puma India has announced the end of their partnership with Kohli, expressing their well-wishes for his future. They reflected on their years together, mentioning the exciting campaigns and innovative product partnerships they established during that time. Puma also emphasized their commitment to investing in the next wave of athletes and continuing to shape the sports culture in India.
On the other hand, it seems Kohli is interested in branching out with his own brand, One8, aiming to turn it into a global presence. He’s reportedly eyeing a partnership with a relatively new athleisure brand called Agilitas, which was launched in 2023 by Abhishek Ganguly, who previously led Puma in India and Southeast Asia. Agilitas is focusing on producing and retailing sportswear, not just in India but globally.
Interestingly, Agilitas recently secured the licensing rights for Lotto, an Italian sports brand, in India, Australia, and South Africa, which could make the brand even more appealing to Kohli. While there’s no official word yet from either Kohli or Agilitas, anticipation is building for what’s to come in the next few weeks.
Meanwhile, Kohli is continuing to make waves on the field. He’s in top form and recently made history by being the first player ever to hit 1,000 boundaries in the Indian Premier League during a match against the Delhi Capitals. He’s played in all 18 seasons of the IPL so far, and through 257 matches, he has scored 721 fours and 279 sixes. This impressive stat puts him at the top for the most fours in IPL history, and he’s just behind Chris Gayle and Rohit Sharma for the most sixes. It’s clear that Kohli is a force to be reckoned with, both in the world of cricket and in the brand partnership landscape.
