Virat Kohli Parts Ways with Puma to Focus on one8 Brand Expansion

Speedy Summary

• Virat Kohli has ended his eight-year association with German sports brand Puma, which began in 2017 in a deal reportedly worth Rs 110 crore.
• Kohli declined Puma’s offer of a Rs 300 crore contract renewal for another eight years.
• Puma India confirmed the end of their partnership with Kohli, praising the collaboration and stating it will continue investing in athletes and India’s sporting ecosystem.
• Kohli plans to focus on expanding his lifestyle and athleisure brand one8 globally through Agilitas, a sportswear company co-founded by Abhishek Ganguly, former MD of Puma India & Southeast Asia.

Indian Opinion Analysis
Virat Kohli’s decision to decline an extended partnership with Puma signals his ambition to establish greater control over his personal branding through ventures like one8. This shift aligns with broader trends where athletes increasingly strive for ownership in business collaborations rather than merely endorsing products. The association with Agilitas could offer strategic synergies given its leadership under former executives from the sportswear industry.

Puma’s departure marks a void but reflects its intention to look toward emerging athletic talent,which may open doors for upcoming Indian athletes seeking global endorsements. For India’s sporting ecosystem, this transition highlights evolving dynamics within athlete-brand relationships and potential opportunities for homegrown brands like one8 on the global stage.

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