Virat Kohli, the Indian cricket legend, has been a name synonymous with success both on and off the field. Throughout his career, he has been the face of several major global brands, cementing his place as one of the most marketable athletes in the world. However, Kohli’s recent decision to turn down a ₹300 crore deal from sportswear giant Puma has caught the attention of both his fans and industry experts alike. The reason behind this bold move is rooted in his desire to build something more substantial than just a financial gain: a lasting legacy through his own brand, ‘one8’.
In this article, we’ll explore why Kohli rejected the generous offer, the vision behind his own brand, the shifting landscape of athlete partnerships, and what this decision could mean for the future of both his career and the sportswear industry in India.
Virat Kohli Rejected a ₹300 Crore Deal
| Key Points | Details |
|---|---|
| Kohli’s Decision | Rejected a ₹300 crore deal from Puma |
| Brand Strategy | Focus on his own lifestyle brand, ‘one8’ |
| Previous Partnership | Signed with Puma in 2017 for ₹110 crore for 8 years |
| New Focus | Investing in Agilitas, a sportswear startup |
| Puma’s Response | Ended partnership, wished Kohli the best for future |
| Kohli’s Vision | Build a global brand and support Indian talent |
Virat Kohli’s rejection of a ₹300 crore deal from Puma is a bold decision that reflects his evolving vision and commitment to creating something lasting. By focusing on ‘one8’, his lifestyle brand, and investing in Agilitas, Kohli is positioning himself as not just a cricket star but also an influential entrepreneur. His decision is a clear example of how athletes can leverage their influence to create sustainable, meaningful businesses, setting the stage for future generations to follow.
The Backstory: Kohli’s Relationship with Puma
Virat Kohli has had a long-standing partnership with Puma, which began in 2017. The deal, worth ₹110 crore over eight years, positioned Kohli as the face of Puma’s athletic apparel and accessories in India. His association with the brand was mutually beneficial, with Kohli helping Puma expand its footprint in the Indian market while also promoting its products globally.
This relationship, built on successful collaborations and high-visibility campaigns, has been pivotal in shaping Puma’s identity in India. However, as the brand’s growth potential expanded, Kohli’s aspirations began to shift toward something more personal and sustainable, beyond the realm of traditional endorsements.
Why Did Kohli Reject the ₹300 Crore Deal?
Turning down a ₹300 crore offer is no small decision, especially for an athlete with Kohli’s stature. So why did he walk away from such a lucrative deal?
1. Building His Own Brand – ‘one8’
One of the primary reasons behind Kohli’s decision is his focus on growing ‘one8’, his own lifestyle brand. Launched in 2018, ‘one8’ has been a personal venture for Kohli, designed to offer a range of athleisure wear and accessories. While the brand originally partnered with Puma for distribution, Kohli’s long-term goal is to establish ‘one8’ as an independent entity that reflects his vision, values, and personal style.
Through ‘one8’, Kohli aims to provide products that blend athletic performance with everyday wear. The brand’s growth potential is significant, especially as Kohli plans to expand into international markets and build a product line that appeals to a global audience. Kohli’s decision to part ways with Puma demonstrates his commitment to nurturing his brand and growing it into a global competitor in the lifestyle and athleisure space.
2. Supporting Indian Talent Through Agilitas
Another key reason for Kohli’s rejection of the ₹300 crore deal is his desire to support Indian talent in the sportswear industry. Kohli has invested in Agilitas, a sportswear startup co-founded by Abhishek Ganguly, former Managing Director of Puma India. This partnership aims to create a global presence for ‘one8’, while simultaneously promoting homegrown talent in the Indian sportswear market.
Kohli’s investment in Agilitas highlights his long-term vision of developing products that not only reflect his personal style but also elevate Indian businesses on the world stage. This move underscores his commitment to fostering the growth of Indian entrepreneurs and creating opportunities for the next generation of talent in the sportswear industry.
3. Legacy Over Short-Term Financial Gains
For Kohli, the focus is no longer just about the money. While ₹300 crore is undeniably a tempting sum, Kohli’s decision to prioritize legacy over short-term financial rewards is a significant shift in his career. Kohli has always spoken about leaving behind a legacy that extends beyond cricket. This move to invest in his own brand and support Indian talent is a way of cementing that legacy and ensuring that his influence lasts long after he has hung up his cricketing boots.
A Deeper Dive into ‘one8’ and Its Growth Potential
Kohli’s lifestyle brand ‘one8’ was first launched as a collaborative effort with Puma, but Kohli has always envisioned the brand as more than just a product line. The brand’s offerings include athleisure clothing, casual wear, and footwear, designed with a focus on comfort, style, and functionality. ‘one8’ has seen significant success in India, particularly among young consumers who identify with Kohli’s persona.
The next step for ‘one8’ is global expansion. With Kohli’s strong international fan base and the growing trend of athleisure wear, the brand is well-positioned to tap into markets outside India, particularly in regions where fitness culture is booming. Kohli’s strategy involves not only focusing on the products but also on the experiences the brand creates for its customers.
The Role of Athlete-Driven Brands in the Modern Marketplace
Kohli is not alone in his pursuit of building his own brand. Athlete-driven brands are becoming increasingly popular as athletes move beyond traditional endorsement deals and take control of their own product lines. This shift is happening globally, with athletes like LeBron James, Serena Williams, and Cristiano Ronaldo creating successful brands in sectors ranging from sportswear to lifestyle products.
These athlete-driven brands offer a more authentic connection to consumers, as fans see the products not just as branded merchandise but as a reflection of their idols’ personalities, values, and lifestyles. Kohli’s move aligns with this growing trend of athletes becoming entrepreneurs, leveraging their personal brands to create businesses that resonate with their audiences.
Financial Insights: The Value of Building a Personal Brand
The rise of athlete-driven brands like ‘one8’ underscores the growing importance of building a personal brand. A strong personal brand allows athletes and entrepreneurs to diversify their income streams and secure long-term financial success. By taking control of his brand, Kohli is ensuring that his business ventures will continue to generate revenue even after his cricket career comes to an end.
Personal brands are an investment, and in Kohli’s case, rejecting a large endorsement deal is a calculated decision to focus on something more sustainable. The value of a personal brand goes beyond the immediate financial returns—it can provide lasting opportunities for influence, leadership, and entrepreneurship.
The Future of Athlete Partnerships in India
As athletes in India become more entrepreneurial, the landscape of athlete-brand partnerships is likely to evolve. In the future, we may see more Indian athletes, like Kohli, moving away from traditional brand endorsements in favor of building their own businesses. This shift could have a significant impact on the Indian sports industry, with athletes taking on greater roles as business leaders and innovators.
Kohli’s decision to invest in Agilitas and expand ‘one8’ is an example of how Indian athletes can support the growth of homegrown industries and contribute to the global visibility of Indian talent. This shift may inspire other athletes to consider opportunities beyond endorsements and take a more active role in shaping the future of Indian business.
FAQs About Virat Kohli Rejected a ₹300 Crore Deal
1. Why did Virat Kohli reject the ₹300 crore deal with Puma?
Kohli rejected the offer to focus on growing his own lifestyle brand, ‘one8’, and to support Indian talent in the sportswear industry through his investment in Agilitas.
2. What is the ‘one8’ brand?
‘one8’ is a lifestyle brand created by Virat Kohli in collaboration with Puma. It offers athleisure and casual wear, designed to reflect Kohli’s personal style and values.
3. How will Kohli’s decision impact Puma?
Puma will need to adapt its marketing strategy and find new athletes to represent its brand in India and globally. Kohli’s departure marks the end of a successful partnership.
4. What can other athletes learn from Kohli’s decision?
Athletes can learn the importance of building a personal brand, focusing on long-term goals, and creating businesses that align with their values and passions.
