Virat Kohli Clears Instagram Grid Amid Puma Exit, Set to Join Agilitas as Investor

Virat Kohli made headlines after removing all promotional content from his Instagram grid on Wednesday. The deleted posts, which included paid partnerships and advertisements, were shifted to the reels section.

Now, his main grid contains only personal updates and content related to his brand, One8.

This change coincides with the end of Kohli’s eight-year contract with sportswear brand Puma, which was worth approximately INR 110 crore.

According to a report by Mint, the Royal Challengers Bengaluru (RCB) star is now preparing to invest in the sports athleisure firm Agilitas.

Kohli’s New Association With Agilitas

The announcement of Kohli’s association with Agilitas is expected to be made during the ongoing IPL 2025 season. Agilitas, founded in 2023 by Abhishek Ganguly, the former managing director of Puma India and South-East Asia, has been expanding its footprint in the sportswear market.

In 2024, the company acquired long-term licence rights for the Italian brand Lotto in India, South Africa, and Australia.

Strategic Move to Grow One8

Kohli’s shift in brand strategy is linked to his vision of scaling One8. The partnership with Agilitas is expected to help distribute and expand One8 by launching more stores and entering international markets.

A person close to the development, speaking on the condition of anonymity, told Mint, “The brand will be a significant part of Agilitas’s growth story.”

The source added, “It’s all about turning One8 into a global brand—footwear, sportswear. India does not have an aspirational sportswear brand. There will be a new brand identity and relaunch for One8.”

Puma’s Efforts to Retain Kohli

Despite Kohli’s exit, Puma reportedly made an attempt to renew its deal with him. However, Kohli declined the offer to pursue his goal of building a global brand from India.

“Puma went back to Kohli with an offer to retain the cricketer, but he wants to build a global company from India,” the source added.

A spokesperson from Puma also confirmed the development and expressed best wishes to Kohli.

“As a sports brand, Puma will continue to actively invest in the next generation of athletes and aggressively build the future of the sporting ecosystem in India,” the spokesperson said.

Kohli’s Journey With Puma Comes to an End

Kohli’s association with Puma included several campaigns and product collaborations.

A Puma India spokesperson officially stated, “Sports brand PUMA India confirms the end of its longtime partnership with cricketer and brand ambassador Virat Kohli. PUMA wishes Virat the best for his future endeavours and said it was a wonderful association with him spanning over several years, many outstanding campaigns, and path-breaking product collaborations.”

Reports confirm that Kohli is now in talks to invest in Agilitas. An official announcement is expected soon, aligning with the IPL schedule, as Kohli aims to transform One8 into a global sportswear name.

Kohli Shines in IPL 2025 and Champions Trophy

On the field, Kohli has maintained exceptional form. He was a vital part of India’s squad that won the Champions Trophy 2025 and has continued to deliver standout performances for RCB in IPL 2025.

Kohli Reflects on IPL’s Competitive Nature

Speaking on ’18 Calling 18′ on JioHotstar, Kohli discussed the influence of the IPL on his T20 game. He explained how the tournament’s long format and ever-changing points table create different levels of pressure.

“IPL challenges you in a very unique way because of how the tournament is structured. It’s not like a short bilateral series; it spans several weeks, and your position on the points table keeps shifting,” Kohli said.

He added, “That constantly changing scenario brings different kinds of pressure. When you are at the top, there’s the pressure to maintain that lead. If you’re near the bottom, you need extra motivation to bounce back.

And if you’re somewhere in the middle, where you need to win, say, three out of five games, even a single loss can suddenly add a lot of pressure. This dynamic nature of the tournament pushes you mentally and competitively in various ways other formats don’t. It’s also driven me to improve and evolve my T20 skill set constantly.”