Kohli 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. Indian cricket skipper Virat Kohli is set to launch his debut collection of premium men’s innerwear and sleepwear. Kohli has entered into an exclusive brand licensing agreement with Kolkata-based Lux Industries for designing, manufacturing and marketing the entire range of men’s innerwear and sleepwear under his brand ‘One8’.Kohli plans to launch his private line of innerwear including briefs, trunks, vests, boxers, sleepwear and socks. With this, Kohli will join the likes of football legend Cristiano Ronaldo. The former Manchester United ace had teamed up with designers to launch his underwear line CR7.
The 10-year deal — which will go on to cover the 28-year old’s remaining career with the Indian team — involves a royalty payment depending on the brand’s business performance. Kohli and Cornerstone Sport, the license owner of One8, signed the agreement recently with Lux Industries’ wholly owned subsidiary Artimas Fashion. When contacted by ET, Lux Industries Senior Vice President Saket Todi confirmed the development. Early this month, Kohli 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.
Lux Industries Senior Vice President Udit Todi said, “The premium men’s innerwear space has been devoid of any significant product and marketing innovation for the last decade. Our association with Virat Kohli will help Lux Industries aim to break this spell of non-initiative in the category as well as help fill in the need-based vacuum.”The premium innerwear and sleepwear range to be manufactured by Lux Industries will incorporate One8’s subtle branding, look and feel emphasizing the simplicity of Virat’s personal style, while the dynamic colours of the products will be a reflection of Virat’s on-field persona.