Virat Kohli’s athleisure brand One8 with Puma hits the market

Indian cricket team captain Virat Kohli launched his athleisure brand One8 in collaboration with German sports lifestyle brand Puma and is eyeing to capture a major share of the growing athleisure market.

Puma will look to monetize on the brand One8 as a return on investment on the multi crore deal signed with the cricketer.
Puma which will manufacture, design and retail the brand that includes apparel, footwear and accessories had signed an Rs 100 crore (approx $15.7 million) endorsement deal with Virat Kohli earlier this year.
One8 targeted mainly at the sports and fitness crazy youth in the country is expected to do well due to Kohli’s image. Kohli who is also the brand ambassador for ethnic wear brand Manyavar was credited for making it the most profitable brand in the country and a similar result is expected with Puma’s One8.
The athleisure market in India is also expected to grow and expected to touch Rs 540 billion by 2020, as per Euromonitor report which is another plus point for the brand.
“The One8 range is very versatile and is a mix of fashion and functionality. I have been deeply involved in the design and ideation behind the products, with Puma designers. 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 in a statement.
The brand has been named One8 (18) as that is the jersey number Virat Kohli has been wearing for India for a very long time.
“The One8 collection is the perfect blend of style and sport– for every person looking to easily transition from work to play. It reflects Virat’s effortless style, while staying true to his philosophy of an active lifestyle. We are excited to collaborate with 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.
One8 collection will be available at all Puma stores across the country and online on its website. One8 will also be available on all leading websites in the coming months.

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