Virat Kohli and Puma have come together to launch a new athletic leisure brand in November this year. The new brand – offering apparels, accessories and footwear – will be available in all the Puma stores, multi-brand retail stores and online. Whether there will also be retail stores for the brand has not been decided yet.
The brand is a collaboration line of Puma and Virat Kohli. “Virat’s athleisure brand will be present in catagories such as footwear, apparels and accessories,” said Abhishek Ganguly, managing director of Puma India.
Puma had signed Kohli earlier this year for a path-breaking Rs 110 crore, eight-year deal. The association between Puma and the cricket icon is not just a sponsorship deal, but a partnership deal, says Ganguly. “Ours is a partnership agreement in which we will do certain things together and both sides have a say in the game.
“We will own the distribution network and the product expertise. However, like it happens in any partnership, he gets a few things on the table, while we get a few things. 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,” said Ganguly.
The collaboration brand will also create lot of engaging activities and contents to cater to grass root level around sports. Kohli will be seen wearing his brand on the cricket pitch as well. No more details are revealed.
Kohli has earlier launched his men’s casual wear brand Wrogn with Universal Sportsbiz.
Meanwhile, Puma is counting India among its top five markets within three years. Puma CEO Bjorn Gulden has said the ‘athleisure’ trend of combining sportswear with street style was working well in Asia’s third-largest economy.