**Virat Kohli Invests in Agilitas Sports, Acquires One8 Brand**
Cricketer Virat Kohli has made a significant investment of ₹40 crore to acquire a minority stake in Agilitas Sports, marking his entry as an investor and business partner. This partnership includes Agilitas taking over One8, Kohli’s sportswear brand. The move comes after the conclusion of Kohli’s eight-year contract with Puma, valued at approximately ₹110 crore.
Agilitas Sports, a sportswear and athleisure company, was founded by Abhishek Ganguly, the former managing director of Puma India and South-East Asia. One8, launched by Kohli in 2017 in collaboration with Puma, has been known for its athleisure, performance wear, footwear, and accessories, primarily sold through online platforms. Under Agilitas, One8 will operate as an independent global sportswear brand.
Ganguly stated that One8 aims to compete with leading sportswear brands worldwide, emphasizing its global distribution strategy. “It will not just be distributed in India, but across the world,” he noted in a recent interview. He highlighted the growing domestic market’s interest in fitness and wellness, noting a shift in consumer habits towards wearing athletic apparel in various settings, including workplaces.
Agilitas plans to launch One8 early next year, employing a multi-channel strategy in India with a premium positioning. The brand will initially be available through a web store, app, and online marketplaces, with exclusive brand stores expected to open in India by mid-2024. Expansion into international markets, including the US, UK, and Australia, is anticipated by the end of 2026.
Importantly, One8 will not be confined to cricket-related products. Ganguly mentioned that the brand is diversifying into various sports categories and is in the process of signing leading athletes globally. This strategy aims to enhance One8’s visibility at major sporting events, reinforcing its identity as a multi-sport brand.
The Indian sportswear market is experiencing robust growth, with research firm Euromonitor projecting a rise in the market value from ₹67,552.7 crore in 2023 to ₹82,409.6 crore by 2025. The sports apparel segment alone is expected to grow significantly, indicating a promising future for brands like One8.
In conclusion, Virat Kohli’s investment in Agilitas Sports and the acquisition of One8 signal a strategic move to capitalize on the expanding sportswear market in India and beyond, positioning the brand for competitive success on a global scale.
**FAQ**
**What is the significance of Virat Kohli’s investment in Agilitas Sports?**
Virat Kohli’s investment in Agilitas Sports is significant as it marks his transition from a sports figure to a business partner in the sportswear industry, aiming to expand the One8 brand globally and tap into the growing market for athleisure and sportswear.
