Virat Kohli is moving beyond just endorsing brands. He’s now becoming a brand builder with real skin in the game, investing ₹40 crore in Agilitas Sports and bringing his One8 athleisure brand into their portfolio.
This change shows how the D2C scene in India is growing up. Celeb-backed brands are moving from just showing up in ads to actually owning part of the business. Agilitas Sports announced this through a video from Co-founder & CEO Abhishek Ganguly. This partnership points to a long-term plan for building a brand with tech, production, and a global game plan. This fits right in with where D2C market is headed in 2025.
Kohli and Ganguly’s relationship goes back ten years to their time at Puma. They previously worked together to create and grow One8 through a licensing setup with Puma. Kohli turned down a contract renewal worth a reported ₹300 crore to take a stake in Agilitas. This move sends a clear message that owning equity brings more value in the long run than endorsements.
One8 is now fully part of Agilitas. It’s moving from a licensed product to a standalone D2C brand with its own manufacturing, supply chain, and control over product creation, store innovation, and global growth. One8 has the potential to become a fast-growing D2C brand in the category. They’re also planning to grow into the US, UK, and Australia markets in the next year or so.
Agilitas Sports, created in 2023 by Ganguly and other leaders from Puma India, aims to build a complete sportswear platform. They’ve already raised over ₹500–600 crore through D2C funding, including ₹100 crore from Nexus Venture Partners and investments from Convergent Finance. They’ve also made moves like buying Mochiko Shoes Pvt. Ltd. and getting the exclusive license for Lotto in India, South Asia, and Australia, giving them a strong operational edge.
Bringing One8 on board brings together brand recognition, D2C readiness, and fresh product ideas. From workout clothes to everyday wear, the brand will grow through its online stores, partnerships, and exclusive brand locations. With a focus on tech-driven retail and a D2C business model, One8 is aiming to become a global Indian lifestyle brand.
This move is a turning point. It shows a shift from just borrowing brand value to building real brand equity. With Kohli’s long-term commitment and Agilitas’s manufacturing and retail expertise, this partnership could reshape the future of sportswear.
Agilitas is moving forward with production and a strong brand in One8. This collaboration is about more than just a deal, it’s about a having a D2C strategy, innovation, and consumer desire. It marks a new chapter where Indian brands want to not only be a part of the global sportswear market, but to lead it
