Virat Kohli Invests ₹40 Crore to Launch His Own Brand

By Harshit - Dec 08, 2025 08:16 PM
Last updated on Dec 08, 2025 08:16 PM

Virat Kohli has taken a decisive step into sports business ownership, investing ₹40 crore to energise the next chapter of his lifestyle label one8 through a strategic partnership with Agilitas Sports. The move marks a shift from long-term brand ambassadorship to active equity participation, signalling Kohli’s intent to build a scalable, athlete-driven apparel enterprise that blends performance functionality with lifestyle aesthetics. This development has triggered wide industry interest — not just for the size of the cheque, but for what it implies about athlete-led brands in India’s fast-growing sportswear market.

For fans and investors alike, the announcement is more than a financial headline: it’s a statement about vision. Kohli’s decision to join forces with Agilitas — a sportswear company founded by industry veterans with manufacturing and retail expertise — suggests a long-term play to create an authentic, vertically capable brand. By opting to invest his own capital, Kohli positions one8 not merely as a celebrity label but as a founder-backed venture aiming for operational depth, distribution muscle and product credibility on par with established global players.

Why the investment matters

The ₹40 crore infusion is significant in several ways. Firstly, it converts Kohli’s role from endorser to stakeholder. Being a minority shareholder in Agilitas through the one8 collaboration aligns his personal brand and long-term reputation with the company’s growth trajectory. Secondly, the cash injection provides runway for product development, supply chain integration and market expansion — all crucial for a nascent apparel brand competing in a crowded market. Finally, the move signals confidence in India’s capacity to build homegrown sportswear brands that can rival international entrants on design, performance and consumer loyalty.

From a market perspective, the partnership could accelerate the professionalisation of one8’s operations: stronger manufacturing partnerships, tighter quality control, and faster go-to-market cycles. For consumers, this should translate into more consistent product drops, improved fit and fabric choices, and broader availability — both online and in physical retail outlets.

About the partnership structure

Reports indicate that the collaboration makes Virat Kohli a minority shareholder of Agilitas, while Agilitas will bring manufacturing, distribution and operational capacity to scale one8’s product portfolio. This model — combining celebrity equity with specialist operational partners — is increasingly common in global sports business strategies because it balances brand authenticity with commercial rigour. Kohli’s active financial stake underscores his commitment to creating a durable business, not a short-lived celebrity label.

Operationally, the partnership is expected to focus on athleisure and performance categories, with an emphasis on sustainable production, improved fit technology, and premium lifestyle lines that echo Kohli’s global image. Agilitas’ leadership, with previous experience in established sportswear firms, provides the management bandwidth to translate celebrity visibility into repeatable commercial success.

Product roadmap and consumer promise

Early indications are that the revived one8 will broaden its portfolio to include training wear, performance tees, lifestyle sneakers, and accessories tailored to both athletes and fitness-conscious consumers. Quality and design will be centrepieces: engineered fabrics, ergonomic cuts and functional details that resonate on the field as well as off it. The brand narrative will likely position one8 as athlete-informed and performance-proven, leveraging Kohli’s cricketing credibility to authenticate product claims.

Beyond core apparel, expect collaborations, limited-edition drops and athlete co-creation initiatives designed to drive engagement and scarcity — tactics that build brand desirability and direct-to-consumer momentum. If executed well, these steps could help one8 achieve stronger margins and quicker brand loyalty among India’s rapidly expanding middle-class consumer base.

Market context: why now?

The timing of Kohli’s investment is strategic. India’s sportswear market is expanding rapidly, fuelled by rising fitness consciousness, greater disposable incomes and the mainstreaming of sports culture beyond cricket. Consumers increasingly prioritise technical performance and design, creating space for brands that can combine celebrity-led storytelling with authentic product performance.

Moreover, with global supply chains facing ongoing disruptions, local manufacturing partnerships have become an advantage. Agilitas’ manufacturing focus offers resilience and faster inventory turnarounds — important for seasonal collections and marketing-led product launches. For investors and industry watchers, one8’s pivot from ambassador-led promotion to equity-backed growth is a test case for athlete-owned brands in emerging markets.

Brand strategy and long-term vision

Virat Kohli’s playbook appears to be long-term oriented: build an enduring lifestyle and performance brand rather than chase short-term endorsement fees. By investing personal capital, Kohli signals alignment of incentives with Agilitas and with consumers who expect authenticity. The brand strategy will likely emphasise community building — training camps, athlete partnerships, and content-led storytelling — to turn casual customers into loyal advocates.

In addition, the partnership provides a blueprint for other high-profile athletes in the region: instead of transactional endorsements, the next wave of athlete entrepreneurship may favour minority stakes and operational partnerships that unlock scalable growth while maintaining creative control.

Impact on stakeholders

For fans, the deal promises better access to Kohli-curated apparel and lifestyle goods that reflect his training ethos and aesthetic preferences. For retailers and distributors, one8’s deeper operational backing reduces execution risk and improves product availability. For competitors, the move introduces a formidable hybrid rival that pairs a recognisable global image with robust manufacturing and retail strategy.

Investors and market analysts will watch key metrics closely: retail sell-through rates, repeat purchase behaviour, gross margins, and channel mix between D2C and wholesale. Early wins in product quality and distribution efficiency will be critical to converting Kohli’s celebrity into a sustainable enterprise.

Challenges and success factors

Despite strong promise, the venture faces common challenges: intense competition from established global brands, the need for consistent product quality at scale, and the complexity of international expansion. Success will hinge on executed supply chain excellence, focused brand positioning, and authentic storytelling that converts Kohli’s personal credibility into measurable consumer trust.

Key success factors include: clear category focus (performance vs lifestyle), disciplined inventory management, compelling marketing activations that avoid over-reliance on celebrity alone, and strong retail partnerships to ensure availability across price tiers and regions.

What this means for the sport-business ecosystem

Kohli’s ₹40 crore investment reaffirms a growing trend where elite athletes become builders of business franchises rather than mere endorsers. If one8 scales successfully, it could inspire a wave of athlete-led ventures that combine brand equity with operational partners to capture market share in South Asia and beyond. This transaction may also accelerate investor interest in the sports and lifestyle vertical, encouraging more capital to flow into homegrown brands with global ambitions.

In short, the partnership between one8 and Agilitas is more than a headline — it’s a potential blueprint for modern athlete entrepreneurship in India’s booming sportswear market.

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