“Even 1% chance is enough…” Virat Kohli’s ‘Never Done’ mindset fuels One8 empire — is this his biggest innings off the field?

While Indian cricket continues to debate Virat Kohli’s fitness and availability for upcoming assignments, the former India captain has already shifted gears off the field—quietly but decisively building a new identity that extends far beyond cricket.

On Sunday, Kohli officially unveiled his latest passion project, One8, in collaboration with Agilitas, a homegrown sportswear and lifestyle brand with global ambitions. What makes this launch stand out is not just the product, but Kohli’s unusually deep involvement in shaping it from the ground up.

According to those close to the project, the journey has been anything but superficial. From endless video calls and design discussions to reviewing multiple prototypes, Kohli reportedly rejected 17 versions before finally approving the 18th. It is a detail that reflects his trademark intensity—whether on the cricket field or in business.

The brand carries a fitting tagline: “Never Done.”

And for Kohli, that phrase is more than marketing—it is philosophy.

Speaking about the mindset behind One8, Kohli said he has always believed in finding a way back, even when the odds look impossible. Recalling his iconic innings against Pakistan in Melbourne, he said the situation felt nearly lost from the outside, but not in his mind.

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“I almost crave situations where people feel like the game is gone, and then it’s about how you manage to pull it back,” Kohli explained. “Even if there is a one per cent chance, there is still a chance. You are never really done until you lose the game.”

That 82 off 53 balls at the Melbourne Cricket Ground remains one of the most defining knocks in modern T20 history—and now, it appears to be shaping his life beyond cricket as well.

One8 is not positioned as a celebrity endorsement exercise. Instead, Kohli has described it as a “co-creation journey,” where he is actively involved in shaping design, identity, and global direction. The long-term vision is ambitious: taking an Indian-born brand to over 50 countries while maintaining a strong athletic and cultural identity.

Interestingly, the brand philosophy also draws from music and personal inspiration. Kohli highlighted the influence of Punjabi singer-rapper Karan Aujla, particularly the track “Winning Speech,” which he says resonates deeply with his own life story.

“You write songs from the heart, and it shows,” Kohli noted. “There are similarities in my journey too.”

That emotional connection adds another layer to One8—it is not just about sportswear, but storytelling through identity, struggle, and resilience.

Early signs suggest the brand is already gaining traction. A few English cricketers have been seen sporting One8 apparel, while Indian batter Smriti Mandhana has also been spotted wearing it during the ongoing World Cup, hinting at growing acceptance within elite sporting circles.

The long-term comparison that naturally emerges is with tennis legend Roger Federer, whose collaboration with On transformed athlete-led branding into a global phenomenon. Kohli’s One8 appears to be following a similar blueprint—blending elite sport credibility with design-led lifestyle ambition.

What sets Kohli apart, however, is the consistency of his mindset. Whether chasing down impossible totals or building a global brand, the theme remains unchanged: pressure is not an endpoint, it is a starting point.

And in that sense, One8 is not just a business.

It is another innings—one where Kohli is still refusing to be “done.”