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Exploring Agilitas Sports: Virat Kohli's Next Move Post PUMA Breakup- What's Behind The Shift?

image-lsbuwv4uVirat Kohli (X.com)

Virat Kohli, one of the greatest global sports icons, has terminated his eight-year relationship with PUMA footwear to promote a home-grown brand called Agilitas Sports, in which he allegedly holds large stakes.

PUMA signed Virat Kohli in the brand ambassador role back in 2017 in a record-breaking INR 110 crore deal. His wife Anushka Sharma also joined in later as the couple's influence skyrocketed PUMA's sales and market value.

However, after eight long years of professional partnership, Kohli has decided to move on. As per multiple rumours, the Indian cricketing icon has terminated his deal with PUMA with immediate effect. 

He will now subsequently join a brand-new, home-grown footwear venture named Agilitas Sports. Notably, Agilitas Sports was founded in 2023 by former PUMA managing director Abhishek Ganguly, who played a crucial role in bringing Kohli on board with PUMA back in 2017.

Virat Kohli will not only promote the Made in India brand as a brand ambassador but will also invest a significant chunk in the new venture.

Agilitas Sports was launched in 2023 and witnessed a meteoric rise within months. The brand managed to attain INR 100 crore in funding from Nexus Venture. 

Ganguly previously noted that the funds raised will be used to manufacture new sportswear, either with acquisition or partnership with global and local brands. 

Ganguly understands that the sportswear market is currently thriving in India, and it's a perfect time to launch a complete made-in-India brand to attract local consumers. Indian consumers' purchasing power is extraordinary, which Ganguly will strive to capitalize on to grow the company into a million-dollar brand.

Additionally, the support of Virat Kohli will further add to the sales and credibility of the sportswear venture.

That being said, by venturing into the realm of sports entrepreneurship, Virat Kohli aims to leave a lasting legacy and make a meaningful impact on the industry.