Virat Kohli’s association with Puma stands out as one of the most impactful brand partnerships in Indian sports marketing. More than a typical endorsement deal, it was a long-term collaboration that helped Puma strengthen its position in India while giving fans a brand they could emotionally connect with.
Virat Kohli: More Than Just a Brand Ambassador
When Puma signed Virat Kohli as its brand ambassador in 2017, the brand was looking to expand aggressively in India. Kohli was the perfect fit. Known for his discipline, intensity, and modern outlook, he naturally aligned with Puma’s “Forever Faster” philosophy.
Unlike many celebrity endorsements, Kohli was deeply involved in the brand. The launch of One8, his own athleisure and footwear line under Puma, changed the game. It allowed fans to wear products that reflected Kohli’s lifestyle — sporty, stylish, and performance-driven. The One8 range quickly became popular among young consumers and made a noticeable contribution to Puma India’s overall sales.
Kohli’s presence also helped Puma move beyond being just a sports brand. It became a lifestyle label worn in gyms, college campuses, and everyday life.
How Puma Markets Its Brand
Puma’s marketing approach focuses on creativity, youth engagement, and digital innovation rather than relying only on traditional advertising.
One of Puma’s biggest strengths is story-based marketing. Campaigns often highlight determination, self-belief, and pushing personal limits — values that Kohli represents strongly. Instead of scripted advertisements, Puma promotes real emotions and athlete journeys, making the brand feel authentic and relatable.
Another key strategy is digital-first engagement. Puma actively uses social media challenges, interactive campaigns, and influencer collaborations to connect with Gen Z and millennials. Campaigns involving user participation, fitness challenges, and technology-driven experiences helped Puma stay relevant in a fast-changing market.
Puma also focuses heavily on local relevance. In India, it tailors its campaigns to cricket culture and youth fashion trends, ensuring the brand feels global yet rooted in local aspirations.
The End of an Iconic Partnership
After nearly eight years, Virat Kohli ended his association with Puma in 2025. This marked the conclusion of a highly successful chapter. Kohli chose to move forward as an investor and entrepreneur, shifting his focus toward building an Indian sportswear brand of his own.
Even after the partnership ended, its impact remains strong. Puma’s growth during this period proved how powerful the right ambassador, combined with smart marketing, can be.
Conclusion
The Virat Kohli-Puma partnership was not just about selling shoes or apparel. It was about building a brand identity that stood for speed, ambition, and confidence. Puma’s innovative marketing and Kohli’s credibility created a winning formula — one that continues to influence how sports brands approach celebrity endorsements in India today.
