Puma, the sportswear brand, has dismissed rumours indicating the end of their association with Virat Kohli following media reports on February 7.
Commenting on the floating news around Puma ambassador Kohli, Karthik Balagopalan, Managing Director of Puma India, said, “Puma’s relationship with Virat Kohli is long-standing and continues.”
The reports suggested that Kohli would be ending his nearly 7-year partnership with Puma, during which he served as their ambassador and even launched the lifestyle range 'One8.'
The reports also indicated that Kohli is poised to embark on a new venture as the ambassador of Agilitas Sports, a company established by former Puma India Managing Director Abhishek Ganguly in May 2023.
Kohli's transition to Agilitas encompasses not only endorsement but also included a stake in the company, as per the report released on Wednesday.
The Puma Kohli collaboration, considered one of the most expensive deals, was reportedly valued at 110 crore rupees and commenced in 2017. It distinguished Kohli as the first Indian sportsperson to secure such a substantial deal with a single brand.
Shortly afterwards, the sportswear brand also enlisted Anushka Sharma through a social media manoeuvre that attracted significant audience engagement. The stunt entailed Kohli and Sharma commenting that Puma had utilised Sharma’s image sporting their apparel without her authorisation. This generated substantial publicity as fans of both the athlete and actor shared, commented, and responded to the incident. Subsequently, Puma India unveiled their collaboration with Sharma, and the forged partnership has been evolving ever since.