A packed stadium can cheer a superstar for years, yet brands face a tougher test: staying relevant after the applause fades. Virat Kohli recently summed it up by saying that a successful brand should outlive its founder. That idea sits at the heart of One8. What began as a celebrity-backed venture has grown into a serious business case in entrepreneurship.
Today, One8 operates across sportswear, footwear, fragrances, hospitality, and fan experiences, reaching consumers at several points in their daily lives. Its story is far more than a famous face on products. Kohli’s business journey reveals years of experimentation, failed attempts, strategic partnerships, and patient long-term thinking that shaped One8 into a lasting brand.
Virat Kohli’s Business Portfolio at a Glance:
| Business/Brand | Category | Role |
| One8 | Athleisure, Hospitality | Founder |
| WROGN | Fashion | Co owner |
| One8 Commune | Restaurants | Founder |
| Nueva | Restaurant | Co owner |
| Chisel Fitness | Fitness | Investor |
| FC Goa | Sports Franchise | Investor |
| Rage Coffee | FMCG | Investor |
| Blue Tribe | Plant-based food | Investor |
| Digit Insurance | Fintech | Investor |
| Hyperice | Wellness | Investor |
| Sports Convo | Sports Tech | Investor |
| Team Blue Rising | E1 Racing | Investor |
The Early Years: How Kohli Learned Business Beyond Cricket
Before One8 took shape, Virat Kohli spent years learning a lesson many celebrity entrepreneurs discover late: fame can open doors, but it cannot build a sustainable business on its own.
2014: The first big step:
Kohli entered entrepreneurship with WROGN in 2014. The youth fashion label gave him an early look at branding, consumer preferences, and retail realities. It also showed that popularity can attract attention, yet sustained growth depends on product quality and execution.
2015 to 2017: Expanding his understanding:
His investments in Chisel Fitness, Sports Convo, and FC Goa introduced him to fitness services, sports technology, and franchise-based sports businesses. Each venture exposed him to different revenue models and operational challenges.
A shift in approach:
These experiences changed Kohli’s role in business. He gradually moved beyond celebrity endorsements and began participating as an investor and stakeholder with a deeper interest in long-term value creation.
A clear pattern emerges:
Most of his choices reflected his personal passions: fitness, sport, wellness, and lifestyle.
What Makes One8 Different From Kohli’s Earlier Businesses
Kohli’s business playbook has changed significantly over the years. The contrast becomes clear when his earlier ventures are placed beside One8.
| Earlier Approach | One8 Approach |
| Celebrity-led branding | Founder-led vision |
| Limited consumer interaction | Community-focused experiences |
| Dependence on licensing partners | Greater ownership and strategic control |
| Fashion first | Lifestyle ecosystem |
| Short-term collaborations | Long-term brand building |
WROGN established itself as a successful youth fashion label, but its identity remained closely tied to apparel. One8 pursues a much wider vision. The brand brings together clothing, footwear, restaurants, fragrances, and fan experiences under a single umbrella, creating a cohesive lifestyle identity.
Another important shift lies in Kohli’s involvement. In earlier ventures, he largely represented the brand publicly. With One8, he appears far more engaged in product choices and strategic decisions. His reported decision to walk away from a lucrative Puma renewal and partner with Agilitas further suggests that ownership now matters more to him than endorsement earnings alone.
One8’s Growth Strategy: Building a Lifestyle Universe
One8’s expansion strategy rests on a few clear pillars that extend the brand far beyond sports merchandise.
a) Premium Positioning
One8 is steadily carving out space in the premium athleisure segment. Consumer discussions frequently place the brand alongside established global players such as Nike and Puma. This positioning reflects an attempt to compete on brand identity, quality, and aspirational appeal rather than price alone.
b) Expanding Beyond Merchandise
The launch of One8 Commune marked an important step in the brand’s journey. The restaurant chain gives consumers a physical space to engage with the brand, turning One8 into a lifestyle experience rather than a label seen only on store shelves.
c) Fan First Commerce
Exclusivity has become an important part of One8’s strategy. Limited edition launches and fandom-focused product drops encourage deeper engagement. These initiatives create a sense of belonging among consumers who identify closely with Kohli and the brand’s values.
d) Global Ambitions
The partnership with Agilitas reflects One8’s larger aspirations. The long-term objective is clear: build a global sports and lifestyle brand that carries an Indian identity into international markets.
Each of these pillars contributes to a larger vision of making One8 a lifestyle brand with long-term relevance and global appeal.
Challenges Ahead: Can One8 Outgrow Virat Kohli?
As One8 expands, its biggest test may be proving that the brand can thrive on its own identity.
What Works in One8’s Favour
- Powerful brand equity: Kohli’s stature gives One8 instant visibility and credibility.
- Deep fan loyalty: Millions of supporters already feel emotionally connected to the brand.
- Favourable market trends: Indian consumers are increasingly interested in premium homegrown brands.
The Hurdles Ahead
- Questions around pricing: Premium pricing has triggered debates among consumers about whether the products justify their cost.
- Global competition: Competing with established sportswear giants demands consistent quality, fresh product offerings, and strong execution.
- Retention challenge: Celebrity influence can encourage first purchases, but repeat sales depend on customer satisfaction.
Kohli has himself acknowledged that the real milestone will arrive when consumers recognise One8 as a strong brand in its own right, regardless of his celebrity presence.
Conclusion: The Real Test Still Lies Ahead
One8 represents a significant shift in Virat Kohli’s entrepreneurial journey. It reflects a founder who has moved beyond endorsements and is actively shaping a business built around lifestyle, community, and ownership. Years of experimentation across diverse ventures have clearly influenced this approach.
Yet, the ultimate measure of success remains unfinished. Celebrity appeal may have helped One8 gain attention, but lasting relevance will depend on product quality, consumer trust, and consistent execution. If One8 continues to deliver on these fronts, it could emerge as one of India’s few global lifestyle brands with roots in sport.
