Virat Kohli’s long-running partnership with Puma has come to an end, according to various sources. The sportswear brand has confirmed they are parting ways with Kohli, who has been their brand ambassador for many years. A spokesperson for Puma expressed gratitude for their time together, noting all the successful campaigns and exciting product launches that came from their collaboration. They also mentioned that Puma will keep focusing on the next wave of athletes and grow the sports scene in India.
As per reports from livemint.com, it looks like Kohli is set to join a new sportswear brand called Agilitas. This company was launched in 2023 by Abhishek Ganguly, who used to manage Puma’s operations in India and Southeast Asia. Agilitas designs and sells sports apparel both in India and internationally. Recently, they secured the rights to distribute the Italian brand Lotto in India, Australia, and South Africa.
There are also rumors that Kohli is in discussions to invest in Agilitas following the end of his eight-year contract with Puma. We can expect an official announcement soon, likely timed with the Indian Premier League (IPL), as Kohli aims to create a global presence in sportswear.
In addition to his business moves, Kohli has shared some insights on how the format of the IPL has changed the way he approaches T20 cricket. While chatting on Jio Hotstar, he talked about the unique challenges that come with the IPL, mainly how it differs from shorter series. He pointed out that with the tournament lasting several weeks, the pressure shifts as teams rise and fall in the points table.
Kohli explained that this constant fluctuation creates various challenges. For instance, if a team is leading, there’s the pressure to keep that top spot. On the other hand, if a team is struggling near the bottom, there’s a need for extra motivation to turn things around. And for those teams fighting for playoff spots in the middle, every game becomes crucial.
He emphasized that this dynamic environment really pushes players to adapt and grow their skills, something you don’t necessarily face in other formats of the game. Kohli noted, “The IPL challenges you in a very unique way because of how it’s set up. It’s spread over several weeks, which means your standing in the points table can change all the time. That moving target adds different kinds of pressure. If you’re leading, there’s a lot riding on staying there. If you’re at the bottom, you’ve got to find the drive to climb back up. And when you’re in the middle, needing to win, even one loss can suddenly make it feel very tight. This kind of setup really drives you to sharpen your game and grow as a T20 player.