Big Breaking: Kohli all set to Break Partnership With PUMA: Reports

PUMA, Virat Kohli, IPL, Royal Challengers Bengaluru

April 11, 2025

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Big Breaking: Kohli All set to Break Partnership With PUMA: Reports

One of the most known faces of modern-day Indian cricket, Virat Kohli has been the brand ambassador and global icon of the popular sport and athleisure giant, PUMA for the last eight years.

But now, as per a recent media publication, the star batsman is set to drift apart and end his partnership with PUMA in the coming weeks.

The shocking announcement is expected to be made in the ongoing IPL 2025 season itself, and this news has caught the attention of his fans on social media. Ever since Kohli removed all the paid posts and collaboration promotions on Instagram and moved them to the reels section, the netizens have speculated that a long association of eight years is now going to end soon.

The reason behind this strategic and strong move is Virat’s upcoming decision to join the sports athleisure firm Agilitas Sports as an investor. This alliance will begin with the termination of his contract worth around INR 110 crores with PUMA.

PUMA, Virat Kohli, IPL, Royal Challengers Bengaluru

According to a recently published news report, an announcement regarding Kohli’s new partnership is set to be made soon.

Also, it is interesting to note that Agilitas Sports Pvt. Ltd. was founded in 2023 by former PUMA India and South-East Asia Managing Director Abhishek Ganguly. Last year the company secured a long-term license rights deal for Italian sports brand Lotto also for the Indias, South African and Australian regions.

While the sports giant PUMA tried its best to retain the cricketer as its global icon and apparently offer a higher price too, in order to continue the endorsement deal but Virat Kohli’s decision reflects otherwise.

He rather plans to focus on his own personal athleisure and sports merchandise brand, One8, which was launched a few years ago. With his investment in Agilitas, the aim will be to distribute, scale up the brand by opening more stores and expanding its coverage outside the country.

PUMA, Virat Kohli, IPL, Royal Challengers Bengaluru

The One8 brand will be a significant part of Agilitas’s growth story and together with Kohli’s broad vision, a global company from India will be created in the coming years.

“Sports brand PUMA India confirms the end of its longtime partnership with cricketer and brand ambassador Virat Kohli. PUMA wishes Virat the best for his future endeavours and said it was a wonderful association with him spanning over several years, many outstanding campaigns, and path-breaking product collaborations“. a PUMA spokesperson reportedly told a leading media house.

The idea is to turn One8 into a global identity – in terms of footwear and sportswear. India does not have an aspirational sportswear brand yet, and with this a new brand identity will be created which will be powered by Kohli’s stardom and fame, as thousands of people across the country admire and follow him.

It is not wrong to say that his business acumen is next level, and with the way he is going currently, he might soon join the elite list of millionaire sports-personalities.

In terms of his professional space, Virat Kohli has been in sensational form. He was part of the ICC T20 Men’s World Cup squad and India’s Champions Trophy 2025-winning squad and has continued that in the ongoing IPL 2025 season for his franchise, the Royal Challengers Bengaluru.