Virat Kohli launches his brand One8 with Puma

Indian cricket skipper Virat Kohli has launched his athleisure brand One8 in collaboration with German sports lifestyle brand Puma, which is providing design, product, retail and communication channels for the brand.

While the One8 line currently comprises athleisure apparel, performance apparel, footwear and accessories will be introduced in the upcoming season.

ETRetail was the first to report this development in September this year.

“The One8 range is very close to my heart. It is my way of calling out to Indians to Come Out and Play, because feeling fit and looking active is a simple step 1 towards leading a more active lifestyle. The collection is very versatile and is a mix of fashion and functionality. I have been deeply invested in the design and ideation behind the products, with PUMA designers even browsing through my wardrobe for inspiration! Partnering with PUMA to create One8 is also great because the brand is such a fit with my personality and will ensure that ‘brand One8’ is constantly evolving,"said Kohli is also the brand ambassador of Puma.

Kohli's One8 collection is available at Puma stores across the country and on One8 will also be available on Myntra later in November 2017.

The Times of India had earlier this year reported that Kohli has struck an eight-year deal with sports lifestyle brand Puma worth about Rs 110 crore to become the first Indian sportsperson to sign a Rs 100-crore endorsement deal with a single brand.

According to the report, bulk of the endorsement deal, estimated between Rs 12 to 14 crore annually, is locked up in fixed payout.

"We are excited to collaborate with him (Virat Kohli) to launch his new brand, and drive this movement with him. Through this collaboration, Puma will continue to create opportunities to inspire Indians to adopt fitness and sports in everyday life,” said Abhishek Ganguly, managing director of Puma India.

"It is Virat's brand which will have a special logo, brand name and brand identity. He will be seen donning the brand and is actively involved in the creation of the products," Ganguly had earlier told ETRetail.

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