Virat Kohli exits 8-year Puma deal, joins Agilitas Sports: Report.

India's renowned cricketer, Virat Kohli, is poised to conclude his enduring 8-year partnership with Puma India and transition to a new role as the brand ambassador for Agilitas Sports, as reported by CNBC TV18 on Wednesday. This pivotal move marks the termination of a significant collaboration between Kohli and Puma, originating in 2017 with a monumental ₹110 crore agreement.

Expressing his sentiments, Kohli reflected on his esteemed association with Puma, acknowledging the honor of joining an illustrious roster of athletes that includes iconic figures like Usain Bolt, Pele, Maradona, and Thierry Henry. His affiliation with Puma underscored not only his endorsement of the brand but also his admiration for its rich legacy.

In his new endeavor, Kohli is slated to become the face of Agilitas Sports, a venture spearheaded by former Puma India Managing Director, Abhishek Ganguly. Beyond merely endorsing the company's products, Kohli is poised to acquire stakes in Agilitas Sports, further cementing his commitment to its vision and mission.

The synergy between Kohli and Ganguly predates their collaboration at Agilitas Sports, as Ganguly was an integral part of the Puma India team when Kohli first aligned with the brand. Reflecting on Kohli's impact, Ganguly lauded the cricketer for revolutionizing the perception of fitness in Indian cricket and redefining the sport within contemporary culture. Kohli's embodiment of youthfulness and sophistication resonates with Agilitas Sports' brand ethos, making him an ideal ambassador for the company.

As Kohli embarks on this new chapter, his partnership with Agilitas Sports symbolizes a convergence of athletic prowess, entrepreneurial spirit, and a shared commitment to excellence. It signifies not only the evolution of his brand but also the broader narrative of sports marketing and its profound impact on contemporary society.