Bengaluru: Even as cricket fans await clarity on Virat Kohli’s fitness and availability for India’s upcoming ODI series against England, the former captain has been focusing on a different challenge away from the cricket field. On Sunday, Kohli officially launched One8, his passion project developed in partnership with Agilitas, a made-in-India global sportswear and leisurewear brand.
For Kohli, One8 is much more than a business investment. The Indian cricket icon revealed that this is the first venture outside cricket where he has been involved extensively in building a brand from the ground up. From product development and design discussions to branding and strategy, Kohli played an active role throughout the process.
The project reflects not only his entrepreneurial ambitions but also the mindset that has defined one of the most successful sporting careers in modern cricket.
A hands-on approach to building One8
Unlike many celebrity-backed brands, Kohli’s involvement with One8 has gone far beyond lending his name and image. Over several months, he participated in numerous phone calls, virtual meetings and design reviews while continuing to fulfil his cricketing commitments.
His commitment to perfection was evident during the product development phase. Kohli reportedly rejected 17 different prototypes before approving the 18th version, underscoring the attention to detail that has characterised his approach both on and off the field.
The result is a sportswear and leisurewear brand that aims to blend Indian identity with global appeal. The company has ambitious plans to expand its footprint across 50 countries, positioning itself as a home-grown international brand capable of competing on the global stage.
The brand’s tagline, “Never Done,” encapsulates Kohli’s personal philosophy and relentless pursuit of excellence.
The philosophy behind ‘Never Done’
Throughout his cricketing career, Kohli has built a reputation for refusing to give up, regardless of the situation. Speaking at the launch event, he explained how the brand’s message closely mirrors his own approach to life and sport.
According to Kohli, he has always been motivated by situations where others believe the contest is already lost. Rather than accepting defeat, he views such moments as opportunities to fight back and change the outcome.
The former India captain highlighted the famous T20 World Cup clash against Pakistan at the Melbourne Cricket Ground as one of the defining examples of this mindset. At one stage during the chase, India’s chances of victory appeared slim, with many observers believing the match was beyond reach.
However, Kohli never shared that belief.
He explained that as long as there is even a one per cent chance of success, there remains a possibility of victory. That refusal to accept defeat ultimately contributed to one of the most memorable innings in T20 International history.
Melbourne masterclass remains a defining moment
Kohli’s unbeaten 82 from 53 balls against Pakistan at the Melbourne Cricket Ground remains one of the most celebrated knocks of his career. Under immense pressure and facing a daunting target, he guided India to a remarkable victory with a combination of composure, skill and determination.
The innings has become symbolic of Kohli’s career — a story built on resilience, belief and the ability to deliver when expectations are at their highest.
It is therefore fitting that the same philosophy has now become the foundation of his latest business venture.
Inspiration beyond cricket
Kohli also spoke about the influence of music and storytelling on his life, particularly highlighting Punjabi singer and rapper Karan Aujla.
The cricket star revealed that he often draws inspiration from Aujla’s music because of the authenticity and personal experiences reflected in the lyrics. Among Aujla’s songs, “Winning Speech” holds special significance for Kohli.
He explained that the song resonates with his own journey, particularly the challenges and hardships he has faced over the years. Kohli recalled losing his father at a young age and overcoming numerous obstacles to become one of the world’s leading cricketers.
The emotional connection has become so strong that he has often listened to the song before walking out to bat.
Made in India with a global vision
One8 is being positioned as a brand that combines Indian craftsmanship and identity with international standards. Kohli’s vision is to create a sportswear label that appeals not only to professional athletes but also to fitness enthusiasts and everyday consumers.
The brand has already begun attracting attention from members of the cricketing community. Several English cricketers have reportedly shown interest in the products, while India women’s cricket star Smriti Mandhana has also been seen wearing One8 apparel during the ongoing World Cup campaign.
Such visibility is helping establish the brand among sports fans and strengthening its association with high-performance athletes.
Following a proven global model
Industry observers have compared Kohli’s role in One8 to Roger Federer’s involvement with the sportswear brand ON. Federer played an influential role in shaping the brand’s identity and product direction, helping transform it into a globally recognised name.
Kohli appears to be following a similar path by actively contributing to design, branding and long-term strategy rather than simply serving as a brand ambassador.
His credibility as one of cricket’s greatest players, combined with his commitment to excellence, provides a strong foundation for One8’s ambitions.
Conclusion
Virat Kohli’s success has always been driven by discipline, belief and an unwavering desire to improve. Those same qualities are now shaping One8, a venture that reflects both his entrepreneurial vision and personal philosophy.
As the brand prepares for international expansion, Kohli’s “Never Done” mindset could prove to be its greatest asset. Just as he has inspired millions on the cricket field, the former India captain now hopes to build a global brand that carries the same spirit of resilience, ambition and excellence.