Marc Cucurella's Boot Controversy Hurts Puma

Marc Cucurella's performance in Chelsea's recent 4-3 comeback win against Tottenham has resulted in a marketing setback for Puma, as the full-back slipped twice while wearing their newly launched Future 8 boots. Following the second slip, which contributed to Tottenham's early 2-0 lead, Cucurella changed into a different pair of Puma boots and later posted a now-deleted Instagram photo of the Future 8s in a bin with the caption 'Sorry Blues.' This incident has drawn significant attention on social media and may deter potential buyers from purchasing the £220 boots, which were marketed for their adaptability, movement, and control. Despite Puma CEO Arne Freundt’s previous optimistic outlook on sales, Cucurella's mishaps could exacerbate the brand's struggles after disappointing third-quarter results. The Future 8 boots were specifically launched ahead of the holiday season, making this publicity particularly damaging for Puma. As Cucurella's struggles were viewed by millions, the incident has raised questions about the product's effectiveness and Puma's marketing strategy.