Virat Kohli recently attracted significant attention from fans on social media after he removed all promotional content from his Instagram feed on Wednesday. This content, which included paid partnerships and advertisements, has been relocated to the reels section. As a result, Kohli's main grid now features only his personal posts and content related to his One8 brand. A report from Mint has revealed the rationale behind this change: the RCB star is preparing to invest in the sports athleisure company Agilitas. This development coincides with the impending conclusion of his eight-year contract with Puma, valued at approximately INR 110 crore.

The report indicates that an official announcement regarding Kohli's new partnership is expected during the ongoing IPL 2025 season. Notably, Agilitas was established in 2023 by Abhishek Ganguly, the former managing director of Puma India and South-East Asia. Last year, the company secured long-term licensing rights for the Italian sports brand Lotto in India, South Africa, and Australia.

Virat Kohli's decision explained

Kohli's decision is driven by his ambition to expand the One8 brand, with Agilitas tasked with distributing and scaling the brand by establishing additional stores and extending its reach internationally.

In a conversation with Mint, a source familiar with the situation, who requested anonymity, stated, “The brand will play a crucial role in Agilitas’s growth narrative.”

“The objective is to transform One8 into a global brand encompassing footwear and sportswear. Currently, India lacks a truly aspirational sportswear brand. A new brand identity and relaunch for One8 are in the works.”

Additionally, the source disclosed that Puma attempted to keep Kohli on board, but he declined their offer in pursuit of his goal to create a global enterprise based in India. “Puma approached Kohli with a proposal to retain him, but he is focused on establishing a global company from India,” the source noted.

The report also includes a statement from an unnamed Puma spokesperson, who extended best wishes to Kohli for his future endeavors. “As a sports brand, Puma will continue to invest in the next generation of athletes and actively contribute to the development of the sporting ecosystem in India,” the spokesperson remarked.

Kohli has been in exceptional form recently, having been part of India’s Champions Trophy 2025-winning team, and he has maintained this performance in the ongoing IPL 2025 season with RCB.

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