Anushka Sharma Backs Agilitas Sports, To Launch One8 Yoga With Virat Kohli Brand

Actor and entrepreneur Anushka Sharma has bought a minority stake in Agilitas Sports and will collaborate with the business to launch a new yoga-focused activewear category called One8 Yoga, under the One8 brand associated with Virat Kohli.

The new line will be launched on June 21, the International Day of Yoga, Story Board 18 reported.

The move is the latest step in the expansion of One8, the lifestyle brand built around Kohli’s image and growing influence beyond cricket. Sharma’s association is helping the brand reach out into the broader wellness and mindful living areas beyond performance sportswear.

Also Read: Malaysia Enforces Social Media Ban for Children Under 16

Celebrity-Backed Venture:

The launch is happening at a time when urban consumers in India are seeing a growing demand for wellness-focused products and athleisure apparel.

Former Puma India executives Abhishek Ganguly, Atul Bajaj and Amit Prabhu set up Agilitas Sports. The company has been developing a vertically integrated sportswear business across manufacturing, branding and direct-to-consumer retail operations.

In 2023, the company further expanded its footprint in the sector with the acquisition of footwear manufacturer Mochiko Shoes and securing long-term licensing rights for sportswear brand Lotto across multiple markets.

Earlier, Kohli had joined Agilitas Sports as an investor and business partner after he parted ways with PUMA India after a long association. Agilitas later added the One8 brand to its stable as part of its expansion strategy.

Sharma’s investment is part of an increasing trend of celebrities beyond endorsement deals to take ownership stakes in consumer-focused businesses.

According to industry observers, actors and athletes are taking a more active role in shaping businesses today, building lifestyle brands across the categories of fashion, wellness and consumers, through equity participation and long-term partnerships.

This move comes as the athleisure sector in India is growing at a fast pace due to rising fitness consciousness, hybrid work styles and the demand for apparel that blends utility with daily wear.

Also Read: Puma, Zomato, Myntra Among Brands Reacting To RCB’s IPL Title Win

Wellness Market Expansion:

Yoga has become an especially attractive segment in the wider wellness market and a mainstream lifestyle segment that is increasingly appealing to younger consumers.

Agilitas seems to be counting on the star power of Kohli and Sharma, one of India’s most commercially potent celebrity couples, to help One8 build on its position in a cut-throat sportswear market dominated by global brands and emerging domestic players.

Sharma's remit would not be confined to investment, with the actor anticipated to have a voice in the design philosophy and strategic direction of the new yoga-wear venture, the company says.

This development is indicative of a larger trend in India’s startup ecosystem where celebrity-backed brands are increasingly being built around ownership, storytelling and lifestyle identity rather than traditional endorsement-led marketing.

For Agilitas Sports, One8 Yoga is an effort to create a larger wellness-led brand ecosystem around two of India’s most influential public figures.