Marc Cucurella's embarrassing slip-ups force him to trash Puma's new boots

In a recent London derby match held at the Tottenham Hotspur Stadium, Chelsea's Marc Cucurella faced significant challenges while wearing Puma's new Future 8 boots, which retail at £220. During the game on December 8, 2024, Cucurella slipped twice within the opening minutes, contributing to Chelsea falling behind 2-0 to Tottenham. His first slip occurred shortly after the match began, allowing Tottenham's Brennan Johnson to assist in a goal. Just minutes later, a second slip led to another goal for Spurs, compounding concerns over the footwear. As a result of these incidents, Cucurella switched to a different pair of Puma boots in an attempt to rectify his performance. Following the footwear change, he managed to assist in one of Chelsea's four goals, leading to a remarkable comeback and a final score of 4-3 in favor of Chelsea. The situation was widely scrutinized by commentators, with Jamie Carragher criticizing Cucurella for not identifying issues with the boots during the warm-up. This commentary added to the negative perception surrounding the new Puma product and its performance in a high-stakes game. The PR fallout was significant as Cucurella shared a photo of the problematic boots in a bin on his Instagram with an apology to Chelsea fans, a move that reflected the mounting pressure on Puma, especially after disappointing third-quarter sales earlier in the year. Puma has been under scrutiny to improve its market offerings, and the missteps involving Cucurella’s performance have resulted in mixed reviews of the brand's boots. The company had been optimistic about upcoming sales and demand for its products in the holiday season. However, Cucurella's performance in the new boots stood in stark contrast to Puma's promotional messaging around adaptability, movement, and control. As the company strives to regain positivity around its brand, Cucurella's experience serves as a notable cautionary tale on the impact that athlete endorsements can have on marketing and overall brand perception. Cucurella's post-match reflections indicate that even successful team outcomes cannot fully offset early mishaps that lead to negative public relations. It’s crucial for brands and athletes alike to maintain consistent performance, especially during peak shopping seasons, as the repercussions extend beyond the pitch.