After years of fronting Puma’s brand campaigns and being a key face in their India operations, Virat Kohli has officially parted ways with the global sportswear brand. While Puma hasn’t disclosed specific details behind the split, a spokesperson acknowledged the end of what they called a “wonderful association” marked by impactful campaigns and memorable product drops. The brand also stated it remains focused on backing emerging athletes and expanding its footprint in the Indian sportswear scene.
Kohli, meanwhile, seems ready to chart a new course.
According to LiveMint, the former Indian cricket captain is likely to join forces with Agilitas, a sportswear and athleisure company launched in 2023 by Abhishek Ganguly, ex-Managing Director of Puma India and Southeast Asia. Agilitas has already made a strong start by securing licensing rights for Italian brand Lotto across India, Australia, and South Africa. Now, if reports are accurate, Kohli is not just looking to endorse—but to invest.
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With an announcement expected to coincide with the ongoing IPL season, sources suggest Kohli aims to build something bigger than a brand endorsement deal. The goal, reportedly, is to create a fresh, global identity in sportswear with Agilitas at the center of it.
On the cricket front, Kohli recently reflected on the challenges posed by the IPL’s unpredictable format. In a conversation on JioCinema, he spoke about how the constantly shifting league table keeps players on edge and forces them to raise their game.
“Unlike a short series, the IPL keeps evolving. One week you’re leading, the next you’re chasing. Every stage comes with its own kind of pressure,” Kohli shared. “It forces you to adapt—technically and mentally.”
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As Kohli looks to evolve off the field as well, his next move might just reshape the sportswear game in India.
