On June 21, at Delhi’s Yashobhoomi Convention Centre, more than 5,000 people gathered for what was officially billed as the global premiere of One8. Yet as the evening unfolded amidst immersive brand experiences, fashion showcases, product unveilings, athlete appearances and a pulsating performance by Karan Aujla, it became increasingly clear that this was not merely the launch of a new sportswear collection. It was the public declaration of a much larger ambition—the creation of a homegrown sports-fashion brand designed to compete on the global stage.
For decades, India’s relationship with sportswear has largely been shaped by international brands. Indian consumers have embraced global giants not just for performance products but also for the culture, aspiration and identity they represent. What has been missing is a homegrown brand capable of commanding similar emotional relevance. Agilitas believes that opportunity has finally arrived, and One8 is at the centre of that vision.
The idea was articulated weeks before the launch by Abhishek Ganguly, Co-Founder and CEO of Agilitas. “Most brand launches are designed to introduce a product. We decided to build one that introduces a belief,” he wrote while unveiling the concept of One8 World. It was a statement that revealed the company’s intent. Rather than beginning with distribution, advertising or celebrity endorsements, Agilitas chose to start with community, culture and participation.
That philosophy was evident throughout the event. The attendees were not merely invited guests. They were among the first consumers to buy into the One8 journey. Ganguly described them as the “Founding 5000″—a term that may eventually become part of the brand’s folklore.
“Years from now, many will talk about what One8 became. Only the Founding 5000 will be able to say, ‘I was there on Day One,'” read one of the campaign messages leading up to the launch.
In an age where consumers seek belonging as much as products, the idea is both simple and powerful. Brands no longer succeed merely by selling merchandise; they succeed by creating communities that consumers want to be part of. By giving early adopters a place in the brand’s origin story, One8 is attempting to transform customers into advocates and buyers into believers.
At the centre of the story, however, stood Virat Kohli.
For years, One8 was viewed primarily as a celebrity-backed label. At the global premiere, Kohli presented a very different image. He spoke extensively about product design, brand philosophy, future ambitions and his involvement in shaping the business. There was visible excitement when he discussed the development process and the opportunities that lie ahead.
Most revealing was his answer when asked about his long-term aspirations for the brand.
“I want the brand to outlast me. It started with me but 20 years later, I hope I am forgotten and the brand thrives.”
It was perhaps the most important statement of the evening.
Celebrity brands are often built around personality. Founder-led brands are built around purpose and longevity. Kohli’s remarks reflected the mindset of an entrepreneur determined to create something larger than personal fame. In that moment, he appeared less like India’s biggest sporting icon and more like a founder thinking about legacy.
The launch also highlighted another significant shift shaping the future of fashion and sportswear—the convergence of sport, music and culture.
The presence of Karan Aujla was not merely entertainment. It was a strategic signal. Around the world, sportswear brands have evolved beyond athletic performance to become cultural platforms. They collaborate with musicians, artists, creators and communities because consumers increasingly express themselves through multiple identities at once. Sport, fashion, music and lifestyle are no longer separate worlds.
Agilitas appears keenly aware of that reality.
“When sport meets music, culture creates a powerful new benchmark. Exciting times ahead!” said Atul Bajaj, Co-Founder and COO of Agilitas.
The result was an experience that felt less like a conventional product launch and more like a cultural festival where fashion, performance and entertainment merged into a single narrative.
For Binwant S. Behgal, Director-Marketing at Agilitas, the launch represented the realisation of a vision that had been in the making for over a year.
“We manifested this a year ago. To see this coming to life is nothing short of surreal. Bringing sport and culture together,” he said.
That ambition was visible across every element of the event—from the immersive One8 World environment and product showcases to the storytelling and community-building initiatives. The objective was not simply to introduce a collection but to establish a platform capable of evolving into a movement.
Whether One8 ultimately succeeds in becoming a global sports-fashion powerhouse remains to be seen. The journey will require world-class product development, design innovation, retail expansion and consistent brand building. Yet the significance of June 21 lies not in what the brand has already achieved, but in what it aspires to become.
For India’s fashion industry, the launch may be remembered as the moment a new generation of consumer brands began thinking beyond endorsements, beyond collections and even beyond categories. It may be remembered as the day a sportswear label started positioning itself as a cultural brand.
And if Agilitas and Virat Kohli succeed in their ambition, the “Founding 5000” may one day be able to claim they witnessed the beginning of India’s most ambitious sports-fashion story.
