Yesterday, Royal Challengers Bengaluru (RCB) suffered a loss against Delhi Capitals (DC) in the ongoing IPL 2025 in Bengaluru. But before that clash, RCB’s veteran batter and former skipper, Virat Kohli hit the headlines by removing all promotional content from his Instagram grid.
His posts, which included paid partnerships and brand advertisements, were shifted to the reels section. Now, his grid features only personal moments and updates related to his brand, One8. According to a report by Mint, Kohli is set to invest in the sports athleisure firm Agilitas. This development comes at a key time, as his massive INR 110 crore, eight-year endorsement deal with Puma is about to end.
“Puma tried to retain Virat Kohli but he did not accept the offer” – Close Sources to the whole matter
The report also says that during the IPL 2025 season, Kohli’s new partnership will be done. Agilitas was founded by former Puma India and South-East Asia managing director Abhishek Ganguly in 2023. To expand One8 in the near future, Kohli is set to partner with Agilitas. This partnership can help the brand to grow by launching new stores and extending its reach beyond India.
A source familiar with the matter told Mint who wanted to remain anonymous said, “The brand will be a significant part of Agilitas’s growth story. It’s all about turning One8 into a global brand—footwear, and sportswear. India does not have an aspirational sportswear brand. There will be a new brand identity and relaunch for One8.” The source also said that Puma tried to retain Kohli but he did not accept the offer as he wanted to build a global company from India.
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