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The Indian skipper, Virat Kohli gets dumped by a major sports brand

By Sihyeu Prakash Singh -

German sportswear firm Adidas and Indian cricket captain Virat Kohli have decided not to renew the three-year endorsement contract. It came as a surprise that Adidas didn’t renew his contract of three-year endorsement contract considering Virat is having an impressive run and has a huge influence on youth. He is now the Indian captain in all formats too.

Virat Kohli signed the deal worth Rs. 30 crore with Adidas in early 2014. The deal was up for renewal last month.

“It was an amicable decision made by both parties,” a person familiar with the development said on condition of anonymity.

Though, it doesn’t affect Virat as he already endorses 17 brands at present. On Monday, smartphone maker Gionee said that it had signed on the cricketer. Other brands Kohli endorses include Swiss luxury watch maker Tissot, men’s ethnic clothing brand Manyavar, Punjab National Bank, MRF Tyres, Colgate’s SuperFlexi Toothbrush and real estate developer Nitesh Estates. Kohli is becoming the first choice of most of the brands to endorse their products.

Adidas, on its part, said it will continue its association with cricket.

“The association with Virat Kohli added a lot of value and helped strengthen the Adidas brand in the past few years, and we wish him well for his future. Needless to say, Adidas will continue to support cricket through its assets such as Rohit Sharma, K.L. Rahul and many other next-gen athletes. We will also continue to drive our key categories such as running, football, training and originals with even more focus and investments,” an Adidas India spokesperson said in an emailed response.

 “Virat is one of the biggest celebrity brands in the country today outside of the big names from Bollywood—the Khans and Ranbir Kapoor,” said Indraneel Das Blah, chief operating officer at Kwan Entertainment and Marketing Solutions, a talent management firm. “As he matures and evolves further across all formats of the game, he will consolidate both his brand and legacy (on the pitch). He’s also been very smart with his investments off the field and could potentially be one of the reasons he’s no longer representing Adidas. He could be working on his own sporting label quietly.”

Virat Kohli fans who purchased Adidas products because of him must be busy removing the brand's name from it. Or some of them may set it on fire to get rid of the chilling weather, it will give them warmness and by that way they can also show their loyalty for Virat. LOLJK!

Sihyeu Prakash Singh

We can be friends if Cricket is your Girlfriend.