Masaba Gupta Joins One8 as First Indian Designer Collaborator

Fashion entrepreneur and designer Masaba Gupta has joined One8, the lifestyle and sportswear brand founded by Virat Kohli, becoming the first Indian designer to collaborate with the company as it accelerates its ambitions of building a globally recognized sportswear brand.

The announcement marks a significant milestone for One8, which is expanding its presence beyond performance-driven sportswear and into the broader intersection of fashion, culture, and lifestyle. The collaboration brings together two of India's most recognizable names in their respective industries, combining Kohli's influence in sport with Gupta's impact on contemporary fashion and entrepreneurship.

The partnership comes at a time when One8 is entering a new phase of growth under the backing of Agilitas Sports, which has been working to strengthen the brand's footprint across apparel, footwear, accessories, and performance wear.

Masaba, widely regarded as one of India's most influential designers, has built a diversified business portfolio spanning fashion, beauty, entertainment, and consumer brands. Her appointment as One8's first Indian designer collaborator signals the company's intent to broaden its cultural relevance while maintaining its focus on performance and innovation.

The collaboration will see Gupta front a campaign showcasing One8's footwear and accessories collections. According to the company, the campaign aims to highlight values such as individuality, confidence, ambition, and self-expression—qualities that both Masaba and the brand have consistently championed throughout their respective journeys.

The announcement follows a landmark year for Gupta. Earlier in 2026, she represented India as the only Indian designer invited to participate in the RLC Fashion Summit in Milan, one of the industry's notable international gatherings. She was also recognized at the Forbes India W-Power 2026: Frames of Influence event, further strengthening her position as one of India's leading creative entrepreneurs.

Speaking about the collaboration, Gupta said she was drawn to One8 because of its strong identity and purpose-driven approach.

"I've always been drawn to brands that have a clear point of view, and One8 is one of them. It's built on ambition, discipline and the belief that you can keep pushing boundaries, values that resonate deeply with me. I'm excited to join the One8 family and be part of a brand that is shaping a new chapter for Indian sportswear and culture," she said.

Founded by Virat Kohli, One8 was created around the principles of performance, discipline, and continuous improvement. What began as a lifestyle-focused brand has evolved into a broader sportswear business offering apparel, footwear, accessories, and athletic products designed for modern consumers.

Industry analysts view the partnership as part of a growing trend in which sportswear brands increasingly collaborate with cultural influencers and creative leaders to strengthen brand identity and connect with younger audiences. Such partnerships have become a key strategy for global brands seeking relevance beyond traditional sports markets.

For One8, the collaboration represents more than a marketing initiative. It reflects a broader effort to position the brand at the convergence of sport, fashion, and culture while building a stronger emotional connection with consumers.

As the company continues to expand under Agilitas Sports and pursue its vision of becoming India's first global high-performance sportswear brand, Masaba Gupta's addition is expected to further elevate its profile across both domestic and international markets.

The move also reinforces One8's evolving strategy of partnering with influential personalities who have built distinctive identities through innovation, creativity, and entrepreneurial success.

With new footwear collections, expanded product categories, and high-profile collaborations now forming part of its growth roadmap, One8 appears determined to establish itself as a major force in the global sportswear landscape.

Excerpt:
Masaba Gupta has joined Virat Kohli-founded One8 as its first Indian designer collaborator, strengthening the brand's growing presence at the intersection of sports, fashion, and culture as it pursues global expansion.