Virat Kohli Bids Farewell to Puma, and Welcomes Agilitas

Virat Kohli parted ways with Puma after 8 years. The RCB star had signed an eight-year deal with sports brand Puma India in 2017, reportedly worth Rs 110 crore. And now in 2025, he has declined the German sportswear giant's Rs 300 crore offer to recommence the contract for the next eight years.
Puma India confirmed the contract breach, wishing Virat the best in future. It also added that “The tie-up with Virat was a strong association of many successful campaigns and product collaborations. Puma ensures to continue supporting the next generation of athletes and shaping the sporting ecosystem of India.”

Kohli has an outstanding IPL record. He is one of the four players who have featured in all 18 editions of the IPL series. It's also noteworthy that he has played for a single franchise - RCB, right from the start of the IPL. The KING Kohli engraved his name in IPL history on 10th April 2025. With 721 fours and 279 sixes in 257 IPL matches, he became the first player to hit 1000 boundaries.

Virat Kohli’s long-term partnership and unmistakable association with sports brand Puma have reportedly come to an end, and the RCB star batter is eyeing a new potential brand partnership with another sports brand or maybe even considering taking his interests elsewhere.

One report from Livemint.com stated that Kohli is planning to pursue a partnership with sporting athleisure brand Agilitas, along with expanding One8, into a global entity. Agilitas, set up in 2023, is currently launching the brand globally and opening new stores for One8, the brand registered in 2016, by Virat Kohli.

Some industry sources say that Virat Kohli has joined the sportswear maker Agilitas as an investor and co-creator. Instead of renewing the old Puma contract, Kohli has decided to invest in Agilitas and own a stake in the firm. Agilitas plans to go global, riding on the popularity of the ace Indian cricketer Virat.

No official confirmation has yet come from any of the entities and personalities involved. A formal announcement of the development is expected in the next three months. Though the sources have acknowledged Kohli’s investment in Agilitas, they refuse to divulge the exact details, saying it is a large sum.

But, on the field currently, Kohli continues to set ablaze stadiums with his fiery form with the Royal Challengers Bengaluru.

The Indian batting icon, Virat Kohli, has left many cricket fans wondering with his latest move. The 36-year-old enjoys a massive social media following and is at the top rank among the most followed athletes in India. He took a huge step when he removed all advertisements/promotional posts from his official Instagram handle, well, at least that’s what some fans think.

Many were left surprised and curious after this and have taken to social media to express their opinions regarding this decision of Kohli. However, the actual cause has not yet been revealed, making it a big mystery.

Well, to unlock this mystery and know everything about the marketing world, stay tuned with us @marketingmaverick.in!