Celebrity deals once meant putting a famous face beside products. Today, some athletes build brands around their own identity. One8 by Virat Kohli offers a strong Indian example. Kohli launched the brand with Puma in November 2017. The name came from his famous jersey number, 18.
Vogue noted that the line drew from Kohli’s style. It also aimed to blend sport with everyday fashion. That mix made the partnership more than a simple endorsement deal. It gave Kohli a role in shaping the product itself. This case shows why that shift matters for modern marketers. It also shows how celebrity equity can build lasting brand value.
What is One8 by Virat Kohli?
One8 is a lifestyle brand built around Virat Kohli’s identity. Kohli launched the brand with Puma in November 2017. Its name comes directly from his jersey number, 18. The first range focused on athleisure apparel and daily wear. It mixed sports function with Kohli’s clean personal style. Kohli also helped shape the product design and look. Puma supplied design, product, retail, and communication support then.
The brand later moved beyond basic apparel into lifestyle products. Its wider portfolio has included innerwear, footwear, accessories and restaurants. That shift helped One8 move beyond a simple endorsement deal. In 2025, Agilitas acquired One8 by Virat Kohli as a standalone sportswear brand. Kohli then joined Agilitas as an investor and brand co-founder.
One8 at a glance
| Detail | |
| Launch year | 2017 |
| Original partner | Puma |
| Brand inspiration | Kohli’s jersey number, 18 |
| Initial category | Athleisure apparel |
| Current business partner | Agilitas Sports |
That history makes One8 more than celebrity merchandise. It shows how personal fame can shape a lasting brand asset.
How did Virat Kohli turn personal identity into brand equity?
Kohli did not need to invent a new image for One8. His public image already carried traits the brand could use. His number 18 offered an instant and simple brand mark. His fitness focus also matched the world of sportswear. His sharp style added a clear fashion link too. One8 by Virat Kohli could then connect sport, style, fitness, and performance. That link made the brand feel close to Kohli himself. It also helped move the deal beyond simple celebrity promotion.
Research supports this kind of personality match in India. A 2015 study tested celebrity-brand personality fit among Indian consumers. It found that strong fit raised perceived credibility and suitability. Those factors then improved ad belief and purchase intent.
One8 shows why that fit can matter in practice. The product reflected traits fans already linked with Kohli. That made the celebrity feel like part of the brand. The result was more than putting his face on clothes. It turned personal identity into a usable brand asset.
From endorsement to ownership: the One8 – Puma story
One8 began as a partnership between Kohli and Puma in 2017. The deal joined Puma’s sportswear skill with Kohli’s star power. Yet, One8 gave the partnership a deeper role for Kohli. He helped shape a product tied to his own identity. That made the deal more than a standard celebrity endorsement. The brand became a bridge between fame and product creation.
The next shift came when the Puma deal ended. In 2025, Kohli chose not to renew the partnership. Reports said Puma offered around ₹300 crore for renewal. His earlier eight-year deal reportedly stood near ₹110 crore. These figures remain reported figures, not audited deal values. Kohli instead invested about ₹40 crore in Agilitas Sports.
Agilitas then acquired One8 from Kohli in December 2025. Kohli joined Agilitas as an investor and One8 co-founder. The new plan targets wider retail and global markets. Business Standard reported plans for stores and overseas expansion.
This journey shows three clear stages of celebrity branding:
Endorsement → Collaboration → Ownership and Investment.
Why did the One8 by Virat Kohli work?
1. Strong celebrity-product fit
Kohli’s sporting identity fits sportswear with little strain. His fitness image also supports the brand’s active lifestyle appeal. That match helps consumers link Kohli with One8 naturally.
2. Ownable brand asset
The number 18 gives One8 a distinct identity. It works even when Kohli’s face stays off products. That gives the brand an asset beyond celebrity fame.
3. Personal involvement
Early reports said Kohli helped shape the line himself. His input helped turn personal taste into product direction. That made the collaboration feel closer to his real identity.
4. Lifestyle positioning
One8 by Virat Kohli could reach beyond cricket through lifestyle products. Fitness, casualwear, and fashion appeal to wider Indian audiences. That wider appeal helped reduce reliance on cricket alone.
5. Long-term association
The Puma relationship gave One8 years to build recognition. Long deals can help brands gain trust and market depth. This case shows why time can strengthen celebrity partnerships.
The key lesson lies beyond Kohli’s fame or reach. One8 transferred specific traits into a consumer-facing brand identity. Those traits included discipline, fitness, style, and sporting credibility.
What can marketers learn from One8 by Virat Kohli?
One8 offers several lessons for brands planning celebrity deals.
- Match identity with category: Choose stars whose traits fit the product.
- Create ownable assets: Build symbols that work beyond celebrity photos.
- Share creative control: Give celebrities real input into product choices.
- Think long term: Allow enough time for trust and recall.
- Define rights early: Clear terms should cover ownership and intellectual property.
- Plan the exit: Every deal needs a clear path after expiry.
- Build product value: The brand should earn trust beyond celebrity fame.
These points make the case useful beyond sportswear. They also show why contracts need careful planning from day one. A strong brand endorsement contract should define rights, use, and exits. Marketers should also track sales, recall, and brand lift over time. That makes measuring the ROI of brand endorsement a key part.
The goal remains simple: Build a brand that can stand alone.
Conclusion:
One8 by Virat Kohli demonstrates how a celebrity partnership can evolve beyond traditional brand endorsement. What began as a familiar association between a public figure and a product developed into deeper involvement in the brand’s identity, positioning, and overall promise. Kohli’s personality, style, and reputation helped shape how consumers understood One8, making the brand feel more connected to his lifestyle rather than simply using his name for visibility.
The strategy also created brand assets that could stand independently over time. This makes One8 a valuable case study for modern marketers exploring the potential of celebrity-led businesses. The strongest celebrity brands do not merely borrow fame or rely on short-term attention. Instead, they transform a recognizable personal identity into a clear, relevant, and scalable product proposition that can build lasting consumer loyalty.
FAQs
1. What is One 8 by Virat Kohli?
One8 is a sportswear and lifestyle brand linked to Virat Kohli that started with Puma in 2017.
2. Why is One8 associated with Virat Kohli?
One8 is named after Kohli’s jersey number, 18, and reflects his personal style and influence.
3. Who is One8 associated with now?
One8 by Virat Kohli is now owned by Agilitas Sports, with Virat Kohli as an investor and co-founder.
4. Is One8 an example of celebrity endorsement?
Yes, but One8 goes beyond endorsement because Kohli has also been involved in the brand’s development.
Articles and Sources
- Virat Kohli’s brand One8 collaborates with Puma – GQ
- Agilitas Sports buys Virat Kohli’s One8; cricketer joins as investor – Business Standard
- Virat Kohli reportedly turns down Puma renewal offer – The Economic Times
