Indian Cricket team’s skipper Virat Kohli in association with sports lifestyle brand Puma will launch a new brand for athletic leisure in November this year. This association will also support and cater to the basic requirements of sports. The athleisure brand will be available in various categories including apparels, accessories and footwear.

In accordance to the agreement, Puma will handle the functions related to distribution and product expertise, said a leading daily quoting a top official from Puma. The sports brand by Kohli will be available in all the stores of Puma, multi-brand retail stores, and online as well. Puma has entered into an eight-year endorsement deal with Kohli, which amounts to about Rs. 110 cr. The deal is inclusive of a fixed payment and royalty based on the performance of the sports brand. The Indian skipper earlier had a three-year deal with Adidas, which ended in December last year as both parties decided against renewing it. Kohli is expected to endorse the Puma brand in multiple markets where cricket is a popular sport.