Virat Kohli, captain of Indian Cricket team, is all set to launch a collection of men’s innerwear under his One8 brand in association with Artimas Fashions.
It is noteworthy that Virat has a deal worth Rs. 110 crore with German sports and athleisure brand Puma for apparels, footwear and accessories of One8.
The brand is named after Jersey number 18, which Virat wears.
The other products for which One8 has signed licensing agreements are fragrances, packaged water, flavoured and vitamin waters, and energy drinks.
Excited and optimistic about the launch of the innerwear, Virat said “Today’s era is defined by the restless and dynamic youth of the nation, where style and flexibility go hand in hand with comfort. As a sports person, I am extremely cautious when it comes to finding comfort both on and off field.”
He further added that “With this launch, we not only aim to revolutionise the industry, but also intend to evolve identities synonymous with the brand.”
Initially, the brand will launch 2 ranges under ‘Edge’ and ‘Game’ that include innerwear and socks in the premium category.
On expansion, Nischal Puri, MD, Artimas Fashions, said that the firm will be investing Rs. 15-20 crore on One8 innerwear in next 3 years. He added that though initially the products will be sold online, physical stores will start by next quarter.
The firm plans to tap 15,000 retailers in the top 70-80 cities in India in next 12-14 months, following which it intends to take the brand international.
“It took us more than 14 months to conceptualise and finalise the concept for the One8 innerwear launch to align it with the fact that it is a brand, owned by one of the biggest youth icons for our time. The association aims to build exclusivity in the category amongst the youth since the brand conception is created on the dynamism and spirit of Virat as a personality,” said Nischal.
