Virat Kohli has become the first Indian sportsperson to sign a Rs 100-crore endorsement deal with a single brand. Global sportswear brand PUMA recently announced the signing of the Indian cricket Captain and sports icon as their global brand ambassador. Kohli, who rates among the best ever Indian cricketers, joins the global sports brand’s growing portfolio of world renowned athletes. The partnership between Virat and PUMA is a landmark eight-year association, which will see the two work towards transforming the sports and fitness ecosystem in India.
As part of this exclusive association, Virat will work closely with PUMA in developing a line which will include cricket, fitness, and sports styles. The merchandise will include footwear, apparel, and accessories. The collection will carve a niche for itself, with Virat’s signature style amalgamated with his fashion sensibilities targeted to the Indian youth. This range would be launched in the autumn-winter season this year.
Speaking on the occasion, Abhishek Ganguly, Managing Director, PUMA India said, “It gives us immense pleasure and pride to announce this association with the country’s favorite youth icon and world-class athlete, Virat Kohli. Kohli has been credited with reshaping the role of a sportsman today, emphasizing the importance of fitness across all sports, thus endorsing the ethos of the brand. Kohli is a world-class athlete who exudes a magnetic personality and effortless style. He inspires those around him, is an excellent role model, and will bring great value to PUMA in the years ahead.”
Commenting on his collaboration with PUMA, Kohli said, “I am privileged to be part of the great list of athletes PUMA has. Not just today’s icons such as Usain Bolt, but also the brand’s rich history with Maradona, Pele, Theirry Henry. I am impressed by the way PUMA has gained popularity and market leadership in India in a very short period of time. Both PUMA and I are committed to a long-term partnership.”
PUMA has a long history of working with inspiring sports icons, and Kohli joins an expanding list of influential sportspersons who have partnered with the brand. Past collaborations have included Usain Bolt, Asafa Powell, Thierry Henry, Antoine Griezmann, Cesc Fàbregas, and Olivier Giroud, among others. The brand has also garnered an impressive list of pop culture icons such as Rihanna, Rapper Meek Mill, and The Weeknd, among other notable names.