“I’d rather undersell”: Kohli turns Test exit into brand strategy moment

On June 21 the Yashobhoomi Convention Centre at Dwarka, marked the launch of a special Test cricket-themed footwear range by Virat Kohli's sports brand One8, marking a landmark event in India’s growing athleisure and sportswear market.

The launch event unveiled a new category of cricket-inspired lifestyle sneakers, intending to bring performance footwear into everyday life. From a business angle, the move highlights One8’s strategy to position itself in the premium sportswear segment by leveraging Kohli’s brand value and legacy.

Popular for its cricket spikes, training shoes, and activewear range, One8 is increasingly locating itself as a homegrown competitor in a space dominated by global brands. At the heart of the “Seam Collection” is the Seam XVII Signature priced at ₹9,230, aiming at the mid-to-premium lifestyle segment.

The footwear is priced specifically at the number of runs scored by Virat Kohli. During the event, presenter Danish Sait asked Kohli whether he would like to raise the price of the shoes by scoring more runs in Test cricket. Kohli replied that he would rather undersell the shoes, signalling he is done with the format.

The overall “Seam Collection” is rooted in cricket heritage. The features of the footwear collection have been inspired by test cricket, including season-ball finishes, stitched detailing, and silhouettes inspired by retro cricket shoes from the iconic 1970s and 1980s.

Sportscape views the One8 launch as a strategic blend of business and cricket legacy. Virat Kohli’s test cricket legacy and the range’s ode to test cricket can determine the success of the footwear range and the overall success of the brand.