Virat Kohli has ended his ₹110 crore, 8-year deal with Puma to support Agilitas Sports, a homegrown athleisure brand founded in 2023 by former Puma India MD Abhishek Ganguly. Kohli joins Agilitas as both investor and brand ambassador, reportedly turning down a ₹300 crore Puma extension. Agilitas also holds licensing rights for Italian brand Lotto in India, Australia, and South Africa.