Virat Kohli, Puma team up for COAP Play Wagon movement

By

Maverick Martins

Published
Jun 21, 2018

Indian cricket team Captain Virat Kohli and global sportswear brand Puma have come together to launch the Come Out and Play (COAP) movement in the country.
 

The COAP movement aims to create a fitter India by encouraging people to participate in sports. It was initiated last year during the launch of Virat Kohli’s One8 brand with Puma.
 
Through this movement, Puma is also looking to cash in on the popularity of Virat Kohli to promote ‘One8’ with the COAP Play Wagon, which will be travelling across the country.

The brand has also rolled out a social media campaign to boost the presence of One8 online by giving an opportunity to participants to feature on Kohli’s instagram handle.
 
During the initial launch of the campaign and brand One8, Puma global ambassador Virat Kohli in a statement has said, “Sport holds a very important place in my life. It has helped me become who I am today. I urge everyone to make time to pursue a more physically active lifestyle by making time to play.  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.”
 
Puma is now looking to monetize on the brand One8 as a return on investment on the multi crore deal signed with the cricketer.
 
Puma which manufactures, designs and retails the brand that includes apparel, footwear and accessories had signed an Rs 100 crore (approx $15.7 million) endorsement deal with Virat Kohli last year.