Star Indian cricketer Virat Kohli, currently in fine form in IPL 2025, has made a major off-field move by ending his long-standing association with Puma. The partnership, which began eight years ago, was reportedly valued at ₹110 crore. As per TOI, Puma offered Kohli a new ₹300 crore deal for another eight years, but he chose not to renew the contract.
Instead, Kohli is now backing a new Indian athleisure brand named Agilitas Sports. More than just a brand ambassador, he has also invested in the company. Interestingly, Agilitas was founded by Abhishek Ganguly, the former Managing Director of Puma India. This marks a new chapter for Kohli as he looks to shape a fresh, global identity in the sportswear industry.
Puma confirmed the end of their collaboration with the cricket icon, expressing gratitude for the journey. “PUMA India has officially announced the conclusion of its long-standing partnership with Virat Kohli. It was a wonderful association with many memorable campaigns and product collaborations. We wish him the best in his future endeavours,” a Puma spokesperson said. The brand also reiterated its commitment to supporting emerging athletes in India.
With this shift, Kohli is expected to play a key role in expanding Agilitas’ presence in the Indian and global markets.
On the field, the 36-year-old continues to shine for Royal Challengers Bangalore in the ongoing IPL season. He has scored 180 runs in his last five innings and remains a crucial player for the team. Kohli will next be in action against Rajasthan Royals on April 13.
