Virat Kohli, one of the world’s greatest cricketers and most influential players in the world, has turned down a big endorsement deal from Puma over eight years. Kohli turned down a deal of approximately ₹300 crore and his money and energy went to building his own brand One8.
Kohli’s decision is to embrace it from being an entrepreneur. He was not going to continue to be an ambassador of a global sportswear franchise and would rather be the owner; to create a legacy beyond cricket. Kohli is not only endorsing products but creating a brand identity that is in line with his values, discipline and lifestyle.
One8, which is a product of Agilitas Sports, has already been gaining a lot of traction in India's bustling sportswear and lifestyle market. The brand is based on performance‑driven clothing and shoes and athleisure products for India’s youth. Kohli is in the loop and so it’s not just a commercial venture, it’s a product of who he is as a person and with whom he is working.
India is seeing a high rate of growth in sportswear and fitness awareness and demand for athleisure. Kohli’s move is a case in point of celebrities becoming entrepreneurs and using their influence to establish equity in their own businesses. So if Kohli rejects Puma’s lucrative offer, he will end up gaining more long‑term dividends from domestic labels in an international marketplace dominated by big boys.
There are very clear lessons in Kohli’s decision. First, entrepreneurial foresight can generate wealth far beyond endorsement contracts. Second, brand authenticity is so important when fans love to be close to their icons. And third, India’s consumer inclination toward local brands means that there’s a lot of room for risk-taking for those who are willing to go.
In this sense, Virat Kohli’s decision to reject Puma’s ₹300 crore extension to build One8 is not only a financial decision but also a statement of independence, vision and confidence in the Indian digital and consumer growth story.
With a bet on his own brand, Kohli can put his cricket heritage in the future as a great entrepreneur as he will be the man who will change Indian sportswear by investing in India’s sportswear industry.
