Virat Kohli Joins Agilitas Sports as Investor & Co-Creator: One8 Set for Global Relaunch

​In a strategic move poised to redefine the Indian sportswear landscape, cricket icon Virat Kohli has joined forces with Agilitas Sports as an investor and co-creator. This partnership marks a significant shift in Kohli's brand associations, as he transitions from his long-standing relationship with Puma to a new venture that aims to establish a global footprint.​

A New Chapter with Agilitas Sports

Agilitas Sports, founded in 2023 by Abhishek Ganguly, the former Managing Director of Puma India and Southeast Asia, has quickly positioned itself as a formidable player in the sportswear industry. The company's vision is to create a homegrown brand that resonates with global audiences, blending Indian ethos with international appeal.​

Kohli's association with Agilitas is not merely as a brand ambassador; he takes on the role of co-creator, bringing his insights and experience to the development of products and brand strategy. This collaboration is expected to infuse Agilitas with a unique blend of athletic authenticity and market savvy, leveraging Kohli's global recognition and understanding of consumer preferences.​

The Evolution of One8

Central to this partnership is the relaunch of the One8 brand, which Kohli initially introduced in collaboration with Puma. Under Agilitas, One8 is set to expand its horizons, aiming to establish a presence in key international markets, including the United States and the United Kingdom. Plans are underway to open exclusive One8 stores, offering a range of products that reflect Kohli's personal style and commitment to fitness.​

The reimagined One8 brand aspires to emulate successful athlete-led ventures, such as Roger Federer's collaboration with Swiss athletic brand On, which resulted in the popular "The Roger Advantage" line. By positioning One8 as a premium, performance-oriented brand, Agilitas and Kohli aim to capture the imagination of a global consumer base seeking authenticity and quality.​

Strategic Investments and Growth

Agilitas's ambitious plans are backed by substantial financial investments. In its first year, the company raised ₹600 crore from investors including Convergent Finance and Nexus Venture Partners, supplemented by an additional ₹30 crore from individual investors. These funds are earmarked for enhancing manufacturing capabilities, expanding retail presence, and investing in research and development to drive innovation.​

A pivotal move in Agilitas's growth strategy was the acquisition of Mochiko Shoes, India's largest sports footwear manufacturer. This acquisition enables Agilitas to control its supply chain more effectively, ensuring quality and responsiveness to market demands. By integrating manufacturing and retail operations, Agilitas aims to streamline its processes and deliver superior products to consumers.​

Kohli's Entrepreneurial Journey

Kohli's venture with Agilitas is a continuation of his entrepreneurial pursuits beyond the cricket field. Over the years, he has built a diverse portfolio of investments and business ventures that reflect his interests and values.​

In the fitness domain, Kohli co-founded Chisel Fitness, a chain of gyms and fitness centers, investing around ₹90 crore and holding a 30% stake. His commitment to health and wellness is further evident in his investment in Hyperice, a wellness startup specializing in recovery and movement enhancement products.​

Kohli has also ventured into the food and beverage industry with One8 Commune, a chain of restobars offering curated dining experiences, and Nueva, a fine dining restaurant featuring South American cuisine. These establishments reflect his passion for culinary exploration and hospitality.​ce

In the fashion sector, Kohli's collaboration with Universal Sportsbiz led to the creation of Wrogn, a youth-oriented fashion brand that has gained significant traction in the Indian market. Additionally, his investment in the insurance startup Digit, alongside Anushka Sharma, underscores his interest in leveraging technology to offer innovative solutions.​

Implications for the Sportswear Industry

Kohli's partnership with Agilitas signals a shift in the sportswear industry, highlighting the potential of athlete-driven brands to resonate with consumers seeking authenticity and performance. By aligning with a homegrown brand, Kohli emphasizes the importance of local innovation and entrepreneurship in competing on a global stage.​

This move also reflects a broader trend of athletes leveraging their personal brands to create business ventures that extend their influence beyond sports. Such collaborations offer unique opportunities to connect with fans and consumers, fostering brand loyalty and engagement.​

Looking Ahead

As Agilitas and Kohli prepare to unveil the new iteration of One8, the anticipation is palpable. The fusion of Kohli's vision and Agilitas's operational expertise is poised to deliver products that resonate with consumers seeking quality, style, and performance.​

The success of this venture could set a precedent for future collaborations between athletes and homegrown brands, encouraging a wave of innovation and entrepreneurship within the Indian sports and lifestyle sectors.​

In conclusion, Virat Kohli's alliance with Agilitas Sports represents a significant milestone in the evolution of athlete-led brands in India. By combining his personal brand with Agilitas's strategic direction, Kohli is not only expanding his business portfolio but also contributing to the growth of the Indian sportswear industry on a global scale.​