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Virat Kohli has never been one to follow the crowd. Whether it’s redefining fitness standards in Indian cricket or making bold career decisions, the former India captain has consistently set new benchmarks. Now, he has taken another significant step—this time in the business world.
After ending one of the biggest athlete-brand partnerships in Indian sports with Puma, Virat Kohli has officially launched the first independent footwear collection under One8, marking the beginning of a new chapter for India’s homegrown sportswear brand.
The launch isn’t just about a new pair of shoes. It represents Kohli’s vision of building an Indian sports brand capable of competing with global giants like Nike, Adidas, and Puma.
From Brand Ambassador to Brand Builder
Virat Kohli partnered with Puma in 2017 in a landmark endorsement deal reportedly worth around ₹110 crore. During this collaboration, the lifestyle brand One8 was introduced as a co-branded collection featuring apparel, footwear, and accessories.
The One8 x Puma collaboration quickly became one of India’s most successful celebrity-led sportswear lines. Millions of fans purchased One8 products, making it one of Puma India’s biggest success stories.
However, despite its popularity, the brand remained closely tied to Puma’s ecosystem. Kohli wanted something bigger—a brand that he could help build from the ground up instead of simply endorsing products.
That vision eventually led him to Agilitas Sports, a company founded by former Puma India executives, including former Managing Director Abhishek Ganguly.
Why Virat Kohli Left Puma
The biggest surprise came when reports revealed that Kohli chose not to renew a lucrative long-term deal with Puma.
According to multiple reports, Puma reportedly offered an extension valued at nearly ₹300 crore over eight years. Instead of accepting another endorsement contract, Kohli chose ownership and long-term value.
He invested approximately ₹40 crore in Agilitas Sports and became a minority shareholder, shifting One8 away from Puma and into a company where he would help shape product development and business strategy.
This move transformed Kohli from a brand ambassador into a true entrepreneur.
The Birth of Independent One8 Shoes
In June 2026, One8 officially unveiled its first independent footwear collection during the One8 Global Premiere in New Delhi.
Unlike previous collections created alongside Puma, these shoes have been designed, developed, and manufactured under Agilitas Sports.
The launch signals One8’s evolution into a fully independent Indian performance sportswear brand.
The New One8 Shoe Collection
The launch introduced multiple footwear categories aimed at athletes as well as everyday users.
Cover Drive XVIII
The flagship cricket performance shoe, Cover Drive XVIII, is inspired by Virat Kohli’s batting style and designed for modern cricketers seeking grip, comfort, stability, and speed.
Interestingly, Kohli reportedly rejected 17 prototypes before approving the final version, ensuring the shoe met his performance standards.
SEAM XVIII
One8 also introduced the SEAM XVIII, a cricket-inspired lifestyle sneaker.
Its design draws inspiration from the stitching pattern of a cricket ball, creating a unique sneaker that blends Indian sporting heritage with contemporary streetwear.
Kohli emotionally unveiled the first pair by gifting it to his childhood coach Rajkumar Sharma, acknowledging the mentor who shaped his career.
Boom Rush
The collection also includes Boom Rush, a high-performance training shoe built for gym workouts, running, and daily fitness activities.
Together, these products position One8 as a complete sportswear brand rather than just a celebrity merchandise label.
What Makes One8 Different?
Unlike many celebrity brands that rely mainly on licensing agreements, One8 is taking a different route.
The company now focuses on:
- Performance-first footwear
- Indian manufacturing
- Athlete-led product development
- Premium materials
- Sports-inspired lifestyle products
- Global expansion
This strategy aims to create products that compete on quality instead of simply relying on Virat Kohli’s popularity.
Manufactured in India
One8’s partnership with Agilitas brings another significant advantage.
Agilitas owns manufacturing capabilities through its acquisition of Mochiko Shoes, one of India’s largest sports footwear manufacturers.
This allows One8 to design and manufacture products domestically instead of relying heavily on imports.
The move aligns with India’s growing emphasis on local manufacturing while giving the company better control over product quality and innovation.
More Than Just Shoes
One8 is no longer limited to footwear.
The brand already offers:
- Running shoes
- Cricket shoes
- Lifestyle sneakers
- Gym wear
- Performance apparel
- Training accessories
- Casual clothing
Future categories are also expected to include wellness products, women’s performance wear, and additional sports equipment.
The Business Vision Behind One8
Virat Kohli has openly expressed his desire to build an Indian sports brand that can compete globally.
Instead of earning endorsement fees alone, he now participates in the brand’s long-term growth through equity ownership.
Industry experts compare this strategy to international athletes like Roger Federer, who invested in sportswear companies rather than simply endorsing them.
For Kohli, One8 represents an opportunity to build a legacy beyond cricket.
Can One8 Compete with Nike, Adidas and Puma?
The challenge is undoubtedly significant.
Global sportswear brands have decades of experience, worldwide distribution, and billion-dollar marketing budgets.
However, One8 has several strengths:
- One of the world’s biggest sporting personalities leading the brand.
- Deep understanding of Indian consumers.
- Local manufacturing capabilities.
- Premium product positioning.
- Strong fan loyalty.
- Growing investment from Agilitas Sports.
If execution matches ambition, One8 could become India’s first globally recognised homegrown performance sportswear company.
What This Means for Indian Sportswear
Virat Kohli’s decision represents a broader shift in Indian entrepreneurship.
Instead of promoting international brands, Indian athletes are increasingly choosing to build their own businesses.
One8 could inspire future athletes to create brands rooted in innovation, ownership, and manufacturing rather than traditional endorsement deals.
It also strengthens India’s ambitions of becoming a global hub for sportswear design and production.
Final Thoughts
Virat Kohli’s launch of the independent One8 shoe collection marks far more than the release of a new sneaker. It signals the beginning of a bold entrepreneurial journey.
After years of success with Puma, Kohli has chosen the more challenging path—building an Indian sportswear brand from the ground up. By partnering with Agilitas Sports, investing his own capital, and focusing on innovation, manufacturing, and performance, he is aiming to create a lasting legacy that extends beyond cricket.
Whether One8 can eventually challenge established global giants remains to be seen. But one thing is clear: Virat Kohli is no longer just wearing sports brands—he is building one.
FAQs
Why did Virat Kohli leave Puma?
Virat Kohli ended his long-standing partnership with Puma to focus on growing One8 as an independent sportswear brand in collaboration with Agilitas Sports.
Is One8 owned by Virat Kohli?
One8 is co-founded by Virat Kohli, who is also an investor in Agilitas Sports, the company driving the brand’s growth.
What shoes has One8 launched?
The first independent collection includes Cover Drive XVIII, SEAM XVIII, and Boom Rush performance footwear.
Are One8 shoes made in India?
Yes. The new footwear line is manufactured in India through Agilitas Sports’ manufacturing network.
When did One8 become independent from Puma?
Following the end of Kohli’s Puma partnership in 2025, One8 transitioned to Agilitas Sports, with its first independent footwear collection launching in 2026.
