In a surprising turn of events that has sparked discussion across the sports, fashion, and business industries, Virat Kohli has officially ended his eight-year association with Puma, according to several reports. The partnership, reportedly valued at around ₹110 crore, was one of the most lucrative athlete-brand deals in India and symbolized a golden era of cricket meeting global athletic wear.
As per sources, Puma India confirmed the conclusion of its long-standing deal with Kohli, stating that it had been a wonderful collaboration marked by creative campaigns, successful product lines, and a strong brand presence in India. “PUMA wishes Virat the best for his future endeavours. It was a wonderful association spanning several years, with outstanding campaigns and path-breaking product collaborations,” said a company spokesperson.
The buzz began earlier this week when Kohli quietly removed all promotional posts from his Instagram grid, including brand collaborations and advertisements, shifting them to the reels section. His main feed now features only personal content and material related to his entrepreneurial venture, One8, sparking curiosity and speculation online. This digital cleanup was the first public indicator of a major shift in his brand alignment.
According to reports, while Puma attempted to renew the contract, Kohli declined the offer, signalling a shift in his career priorities. As per sources close to the matter, the star cricketer is now focused on building a global business venture from India, stepping beyond brand endorsements to play a more entrepreneurial role in the evolving Indian athleisure space.
Interestingly, industry insiders point out that this move aligns with Kohli’s broader ambition to redefine how Indian athletes participate in the business of sports. Rather than being just the face of a brand, Kohli aims to play a significant part in shaping its vision, strategy, and growth — a trend increasingly visible among modern athletes around the world.
Behind the scenes, there’s also talk of a potential new brand collaboration involving Kohli that could be officially announced during the IPL 2025 season. While details remain under wraps, the anticipation is high, especially as Kohli continues to perform exceptionally well for Royal Challengers Bangalore in the ongoing tournament. He was also a key figure in India’s recent Champions Trophy 2025 win, reminding fans of his unmatched consistency and form.
Industry observers see this transition as part of a larger movement in India’s sports and fashion economy. With the rise of homegrown brands and growing consumer interest in athlete-led labels, athletes like Kohli are now moving into ownership and investment roles, contributing not just their image but also their insight and influence.
While Puma continues to strengthen its presence in India, particularly through its support for grassroots sports and emerging athletes, Kohli’s exit marks the end of an era. A Puma spokesperson reiterated the brand’s commitment to the Indian market, saying, “As a sports brand, PUMA will continue to actively invest in the next generation of athletes and aggressively build the future of the sporting ecosystem in India.”
Kohli’s departure is expected to trigger a ripple effect, encouraging other top athletes to explore strategic business roles beyond sponsorships. With social media giving them direct access to their fans, and with increasing investor interest in sports-tech and athleisure, the age of the athlete-entrepreneur is here — and Virat Kohli is leading the way.
Stay tuned to ibizznews for further updates.
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