Agilitas Sports has announced a brand endorsement partnership with Smriti Mandhana for its premium sportswear brand One8.
This collaboration is aimed at strengthening the brand’s presence in the women’s sportswear segment while building a globally competitive platform.
Mandhana’s Role Beyond Brand Ambassador
Unlike traditional endorsements, Smriti Mandhana will:
- Play an active role in developing the women’s sportswear category
- Help design products aligned with evolving consumer needs
- Contribute to building a performance-focused product line
The move reflects a growing focus on women-centric sportswear, a segment with strong growth potential in India.
Strategic Vision for One8
According to CEO Abhishek Ganguly, the partnership marks an important step in:
- Building a performance-first sportswear brand
- Expanding into the women’s segment
- Positioning One8 as a global sportswear brand from India
The brand is expected to see a full-scale consumer launch in the coming months.
Virat Kohli’s Involvement
Virat Kohli has also strengthened his association with the company:
- Invested around ₹40 crore in Agilitas Sports
- Holds a minority stake
- Became a business partner
As part of the deal:
- Agilitas acquired Kohli’s One8 brand
Recent Funding Boost
Agilitas Sports has raised:
- ₹200 crore in fresh funding
- From existing investor Nexus Venture Partners
This funding will support:
- Brand expansion
- Product development
- Retail growth
Retail Expansion: SportsYard
- First flagship store launched in Bengaluru
- Became cash-positive in the first month
- Plans to open 10 big-box stores in the next year
Conclusion
The partnership with Smriti Mandhana marks a strategic move by Agilitas Sports to tap into the growing women’s sportswear market. Backed by strong investments, celebrity partnerships, and expansion plans, the company is positioning One8 as a leading global sportswear brand from India.