Home BusinessVirat Kohli rejected Rs 3000000000 Puma deal due to…, star India cricketer to now….. By stepping into the boardroom and taking equity, Virat Kohli will try to develop his brand beyond cricket. Virat Kohli. Virat Kohli has decided to end his eight-year association with Puma, despite being offered a Rs 300 crore. Kohli is prioritizing equity and entrepreneurial ownership rather than endorsement fees. Virat Kohli has chosen to invest in Agilitas Sports, which is an Indian sportswear startup. Instead of just lending his name to a product, Kohli is trying to build and shape a brand from the ground. Virat Kohli Earlier Deal With Puma Back in 2017, Kohli signed a deal with Puma for Rs 110 crore. It was one of the most high-profile endorsements in Indian sports. This partnership wasn’t just about commercials, but Kohli’s brand, One8, was also launched under the Puma umbrella. Over the years, Puma One8 generated Rs 250 crore in business. Agilitas Sports After the Puma deal ended, Kohli chose to develop One8 as an independent brand under Agilitas Sports as its foundation. Agilitas, founded in 2023 by Abhishek Ganguly, the former Managing Director of Puma India and South-East Asia. The startup has secured Rs 600 crore in funding from Convergent Finance and Nexus Venture Partners and has acquired Mochiko Shoes. According to media reports, Agilitas may launch physical stores and expand One8 into international markets like the US and the UK. Kohli won’t be only a brand ambassador but also an investor in the company. Not only Kohli but other Indian celebrities are changing their approaches towards endorsement. Earlier they used to be only endorsing brands and collecting fees. Now many of them are trying to get equity ownership and get involved in co-creation. Global athletes like Roger Federer had become a stakeholder in the Swiss footwear brand On, rather than just a brand ambassador. Source link