MUMBAI: Indian cricket skipper Virat Kohli plans to launch a new athletic leisure brand in November, in association with sports lifestyle brand Puma.
The athleisure brand, targeted at millenials, will be available in various categories including apparels, accessories and footwear. As per the partnership deal, Puma will handle the functions related to distribution and product expertise, and the brand will be available in all Puma stores, multi-brand retail stores, and online as well. Kohli is expected to endorse the Puma brand in multiple markets where cricket is a popular sport.
"Virat's athleisure brand will be present in categories such as footwear, apparels and accessories," Puma India managing director Abhishek Ganguly told the Economic Times.
"Ours is a partnership agreement in which we will do certain things together and both sides have a say in the game," said Ganguly, adding, "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."
Earlier this year, Puma entered into an eight-year endorsement deal with Kohli, valued at Rs1.1 billion.
The Indian skipper earlier had a three-year deal with Adidas, which ended in December last year as both parties decided against renewing it.
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