Masaba Gupta Teams Up with Virat Kohli’s One8 in Landmark Collaboration

Masaba Gupta has joined Virat Kohli’s One8 as the brand’s first Indian designer collaborator, signalling a new era for the sportswear label. The partnership blends fashion, entrepreneurship and sport, positioning One8 under Agilitas as a cultural force beyond performance apparel, with campaigns celebrating individuality, ambition and self-expression.  

Fashion entrepreneur Masaba Gupta has become the first Indian designer to collaborate with Virat Kohli’s sportswear and lifestyle brand One8, marking a significant milestone in the evolution of the label. The partnership unites two of India’s most recognisable figures from fashion and sport, underscoring the brand’s ambition to expand its cultural footprint while reinforcing its performance-led ethos.  

Founded by cricket icon Virat Kohli, One8 has steadily built its reputation in the Indian sportswear and lifestyle market, offering apparel, footwear and accessories designed with functionality and athletic performance in mind. Now operating under Agilitas, the brand is pursuing its goal of becoming a globally recognised high-performance sports label from India. The collaboration with Masaba Gupta reflects this ambition, as it seeks to connect with audiences beyond traditional sportswear through partnerships that blend fashion, entrepreneurship and culture.  

Masaba Gupta, known for her bold, eclectic design language and ability to merge Indian heritage with contemporary aesthetics, brings a fresh creative perspective to One8. Her involvement signals the brand’s intent to tap into the growing intersection of fashion and sport, where individuality and cultural resonance are as important as performance. By featuring Masaba in a campaign showcasing One8 footwear and accessories, the collaboration highlights themes of ambition, self-expression and individuality—values that resonate strongly with both the designer and the brand.  

For One8, the partnership is more than a marketing move; it is a statement about where the brand sees itself in the evolving retail landscape. Sportswear is no longer confined to the gym or the playing field—it has become a lifestyle category that reflects identity, aspiration and cultural belonging. By aligning with Masaba Gupta, One8 positions itself at the forefront of this shift, creating a narrative that appeals to consumers who want their fashion choices to reflect both performance and personality.  

The timing of the collaboration is also significant. As Indian brands increasingly look to establish themselves on the global stage, partnerships that blend local creativity with international ambition are becoming essential. Masaba Gupta’s reputation as a designer who has consistently challenged conventions and built a strong entrepreneurial identity makes her an ideal collaborator for One8, which is seeking to balance cultural edge with global scale.  

The campaign featuring Masaba is expected to resonate with younger audiences who value authenticity and individuality in their fashion choices. It also reinforces One8’s strategy of building cultural relevance through collaborations that go beyond product launches to create moments of connection and participation.  

In bringing together Virat Kohli’s sporting legacy and Masaba Gupta’s creative vision, One8 is not just expanding its product portfolio—it is shaping a cultural narrative that reflects the aspirations of a new generation of Indian consumers. This collaboration marks a bold step in the brand’s journey, signalling its intent to redefine the boundaries of sportswear and lifestyle in India and beyond.