In a seminal shift in the sports marketing universe, Virat Kohli’s decade-long association with sportswear giant Puma is no more. Reports have confirmed that Puma India has announced the end of its ties with the iconic cricketer and brand ambassador. A spokesperson for Puma thanked him for the fruitful association, highlighting the numerous successful campaigns and innovative product launches that characterized their relationship. The brand still believes in investing in athletes’ futures and growing the sporting ecosystem in India.
According to a report in livemint.com, Kohli will be joining Agilitas, a sports athleisure brand launched in 2023 by Abhishek Ganguly, ex-managing director of Puma India and Southeast Asia. Agilitas is into manufacturing and retailing of sportswear in India and also internationally. The firm had previously acquired long-term licensing rights for Italian sports brand Lotto in India, Australia, and South Africa.
The report also indicates that Kohli is negotiating to invest in Agilitas following the end of his eight-year contract with Puma. An official announcement of the new venture is imminent, perhaps during the IPL, as Kohli is keen to build a top international sportswear brand.
In other news, Virat Kohli also addressed how the IPL has impacted his T20 game in a recent interview on Jio Hotstar. He dwelled on the unique format and dynamic nature of the tournament, which present alternate mental and competitive challenges.
Discussing ’18 Calling 18,’ Kohli noted that the ever-shifting points table brings pressure, be it trying to maintain a lead, recover from a downturn, or fight for a playoff position. This ongoing change in the tournament challenges players to innovate and enhance their T20 abilities.
“IPL challenges you differently because of the nature of the tournament. It’s a tournament that’s spread over a number of weeks, and you constantly fluctuate on the points table. That presents various types of pressure. When you’re at the top, there’s pressure to remain there. If you’re at the bottom, motivation to get back up is very crucial. Even a single defeat adds pressure when you’re trying to qualify for the playoffs. This up-and-down character of the tournament mentally and competitively challenges players in ways other formats don’t,” Kohli believed.
