Indian cricket captain Virat Kohli has launched athleisure wear for little boys under his brand One8 in collaboration with German sportswear brand Puma. Designed by Kohli, the collection comprises a range of sneakers, tees, shorts, active pants and accessories such as backpacks and beanies for boys aged from 4-14 years. With this collaboration, Kohli’s brand One8 which sells adult apparel, footwear, fragrances, packaged water and energy drinks, forays into kids category.
Virat Kohli said, “Sport holds an important place in my life. I urge parents to encourage children to play more and remain physically fit. The launch of the kid’s collection is my way of calling out to future generations, because feeling fit and looking active is a simple step towards leading an active lifestyle.”
According to Puma India’s Managing Director Abhishek Ganguly, the stores received several enquiries from children about Kohli’s brand One8 to buy his merchandise. “Kids is a key category for Puma. With this launch, we look to build this segment for younger consumers,” said Ganguly. Kohli’s collection for boys will be sold both on offline and online channels of Puma across the country. Kohli, the highest paid celebrity in the country, has an `110-cr-deal with sportswear brand Puma.
Puma One8, co-owned by Kohli and Puma, grossed over `100 cr in the Indian market within a year of its launch in 2018. Other than Kohli, global athletes like tennis player Roger Federer, footballer Cristiano Ronaldo and former basketball legend Michael Jordan have rolled out their brands too.