Puma has been dealt a marketing blow after Chelsea defender Marc Cucurella swapped out their newly-launched £220 boots during a high-profile Premier League clash against Tottenham, according to the Daily Mail.

Cucurella, who had been wearing Puma’s latest football boot design, was seen discarding them mid-game and opting for a different pair. The incident has sparked criticism and questions about the performance and comfort of the brand’s new product.

The timing couldn’t have been worse for Puma, as the match was watched by millions of fans and heavily scrutinised. Cucurella’s decision to ditch the boots has cast a shadow over the brand’s launch and could impact their reputation among professional players and consumers.

While Puma has yet to comment publicly, the incident underscores the high stakes in sports marketing, where the endorsement of top athletes can make or break a product’s success.