From Cricket Icon to Cultural Legend: Can Virat Kohli Become Like Michael Jordan?

Virat Kohli recently announced his retirement from Test cricket, a format that has shaped his stature as one of India’s greatest cricketers.

In the future, he plans to focus on the shorter formats and appear more selectively. While this move may reduce his visibility on the global cricketing stage, it opens up more significant, more strategic questions:

Can Virat Kohli build a brand legacy that outlives his playing career? Could he become India’s answer to Michael Jordan?

To answer that, we need to understand the power of Kohli’s current brand and the blueprint that made Jordan one of the most iconic athlete-turned-entrepreneurs in history.

The Present: Virat Kohli, The Brand

Kohli is not just a cricketer—he’s a symbol of passion, discipline, and modern Indian confidence. His ventures like Wrogn and One8 are extensions of his personality: stylish, bold, and fitness-forward. He commands an enormous social media following and enjoys deep fan loyalty, making him one of the highest-paid sportsperson-endorsers in the country.

Yet, Test cricket gave him a platform of consistency, legacy, and depth. Stepping back from it may impact his brand’s exposure and perceived gravitas, especially with new athletes rising. But there’s also an opportunity: the opportunity to transcend cricket and enter the pantheon of brands that outlive performance.

The Benchmark: Michael Jordan’s Brand Playbook

Michael Jordan didn’t just redefine basketball—he redefined branding. Jordan’s enduring legacy wasn’t built on championships alone, but on a deliberate strategy to extend his persona into culture, commerce, and community.

Here’s how he did it:

• Consistent Brand Identity

The Jumpman logo became instantly recognisable, symbolising excellence and style.

• Lifestyle Expansion

The Jordan brand moved beyond sport—it became a cultural badge of success, grit, and aspiration.

• Cultural Relevance

Jordan aligned himself with streetwear, music, and youth culture, becoming a permanent fixture in pop identity.

• Strategic Partnerships

His tie-up with Nike changed the game. Jordan didn’t just endorse shoes—he owned equity in the brand.

• Scarcity and Hype

Limited-edition drops, collaborations, and storytelling fuelled long-term desirability.

• Social Responsibility

Jordan’s brand took stances, supported causes, and stayed relevant to its community.

• Narrative Control

Documentaries like The Last Dance elevated his myth, adding emotional weight to his brand journey.

So, what would it take for Virat Kohli to walk a similar path?

The Road Ahead: Turning Kohli into a Timeless Brand

• Build a Standalone Legacy—Beyond the Game

Kohli must evolve Wrogn and One8 from athlete-inspired labels into meaningful lifestyle brands. This means focusing on design, culture, storytelling, and community. These should feel like movements, not just merchandise.

• Embrace Scarcity & Meaningful Appearances

As Kohli’s presence on the field becomes rarer, it can become more valuable. Curated, powerful appearances and limited-edition brand drops can create exclusivity and hype.

• Dive into Culture

Kohli could collaborate with Indian artists, creators, and designers to stay rooted in local culture while appealing globally. He should also explore areas like fitness tech, wellness, fashion, or gaming—spaces aligned with his persona.

• Control the Post-Retirement Narrative

A documentary, biopic, or podcast in which Kohli shares his life lessons on discipline, leadership, or resilience could reinforce his off-field gravitas and deepen his emotional connection.

• Go Global, Deliberately

Cricket has limited reach compared to basketball. To go global, Kohli must build IPs or brand experiences that appeal to the South Asian diaspora and beyond—through luxury, fitness, or wellness.

• Think Ecosystem, Not Endorsements

Kohli should transition from merely representing brands to becoming their driving force by establishing his ecosystem. This means owning IPs, launching platforms, and creating products that generate long-term value.

• Stay Rooted in Brand DNA

Like Jordan, Kohli stands for excellence and winning. He also stands for passion, fitness, discipline, and fearless authenticity. These core values must anchor every product, post, and project, even as he evolves.

Learning from the Past: Why Sachin Didn’t Become Jordan

Sachin Tendulkar remains a national treasure that is widely respected and loved. Yet, his brand never reached the global cultural relevance of Michael Jordan. Why?

Part of it is cricket’s limited global footprint. But another reason is brand inertia. Tendulkar’s brand stayed closely tied to cricket and didn’t evolve into a lifestyle, culture, or global influence. Kohli can learn to go beyond sport and stay relevant through reinvention.

Final Take

Virat Kohli’s retirement from Test cricket is not the end—it’s a pivot point. If he can use his existing brand power, cultural capital, and entrepreneurial mindset to build something larger than himself, he could become a cricketing legend and a lasting cultural icon.

The question isn’t whether Kohli can be the next Michael Jordan. The real question is: Will he build something that becomes the first of its kind?