PUMA brand ambassador

Is Virat Kohli’s move to Agilitas a new dawn for athletes in Indian business?

Virat Kohli's surprising move from PUMA to Agilitas sparked conversations in the sports business world. He isn’t the first athlete to choose a startup over a legacy brand. Experts discuss why Kohli walked away from a ₹300-crore deal, and how this global shift from endorsement to ownership could reshape the sports marketing landscape.