By selling his lifestyle and sportswear company One8 to the up-and-coming sportswear  start-up Agilitas Sports, Indian cricket legend Virat Kohli made a significant realignment  of his business holdings. In addition to this smart sale, Kohli has invested an extra ₹40  crore in the Bengaluru-based business, which is a major turning point in the developing  relationship between Indian sports, consumer brands, and entrepreneurship. 

This action shows that Kohli and Agilitas, a business that is quickly establishing itself as  a next-generation powerhouse in the Indian and international sportswear ecosystem,  have a solid and long-lasting partnership. 

A Strategic Realignment and Exclusive Collaboration 

As part of the deal, Kohli signed an exclusive endorsement deal with Agilitas, which  forbids him from endorsing or working with any other apparel companies. This exclusive  agreement was made soon after his long-standing business relationship with Puma  ended. According to reports, Kohli decided to work with Agilitas in order to obtain  greater strategic engagement and equity-driven wealth creation rather than extend a  potentially lucrative contract with the multinational behemoth. 

According to company papers, Kohli owns 1.94% of the company through compulsorily  convertible preference shares (CCPS). However, media sources indicate that his final  ownership may be in the mid-single-digit level. 

With plans in place for future brand activities and the creation of a strong physical retail  presence for One8, Agilitas executives have suggested that the collaboration is only  getting started. 

One8 will function as a premium independent brand under  Agilitas. 

One8 will continue to function as a stand-alone luxury sporting and lifestyle brand  under the new agreement, which has been under discussion for some months.  However, One8 will now operate within the broader Agilitas umbrella. Using social  media, Kohli made the announcement, calling it “the start of an exciting new chapter”  and stating that he was “taking One8 home to Agilitas.” 

According to Abhishek Ganguly, CEO of Agilitas and former Managing Director of Puma  India, the firm is finalizing distribution arrangements in important foreign countries  including the US, South Africa, and the UK. This indicates the brand’s desire to expand  its worldwide reach. 

Agilitas: A Powerhouse of Modern Sportswear 

Abhishek Ganguly and his colleagues founded Agilitas in 2023 with the goal of creating a  fully integrated sportswear ecosystem by fusing robust consumer-facing brand creation  with large-scale production capabilities. One of India’s top shoe manufacturers,  Mochiko Shoes, is owned by the corporation and makes shoes for international  companies including Adidas, Puma, Skechers, and many more. Furthermore, Agilitas is  the licensee for the Italian sportswear company Lotto in India. 

The firm seeks to provide end-to-end control over product quality and market scalability  through its integrated strategy, which includes design, production, distribution, and  brand-building. It is anticipated that this structure will be essential to One8’s quick  growth both domestically and abroad. 

Conclusion 

For the Indian sportswear and lifestyle sector, the acquisition of One8 and Virat Kohli’s  calculated investment in Agilitas indicate a turning point. The collaboration has the  ability to completely transform India’s position in the international sportswear market  by fusing Agilitas’s manufacturing prowess and aspirations with Kohli’s brand equity and  long-term dedication. One8, a high-end independent brand, is now well-positioned to 

grow faster, expand internationally, and make a significant contribution to the nation’s  developing consumer goods market.