Puma is Facing a Setback After Marc Cucurella Slip-Up in £220 Boots
Puma’s launch of their high-profile Future 8 boots took an unexpected hit on Sunday during Chelsea’s dramatic 4-3 victory over Tottenham Hotspur.
The match turned into a marketing nightmare for the German sportswear giant as their ambassador, Marc Cucurella, endured a difficult start due to footwear issues that were witnessed by millions.
Slipping Under Pressure
Wearing Puma’s latest boots, Cucurella slipped twice in the opening minutes of the match. The errors led directly to Tottenham’s two early goals:
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- First Slip (5 minutes): A tumble allowed Tottenham’s Brennan Johnson to assist Dominic Solanke for the opener.
- Second Slip (11 minutes): Falling again, Cucurella handed possession to Dejan Kulusevski, who capitalized with a precise finish.
Frustrated, the Spaniard rushed to the touchline to change into a different pair of Puma boots, stabilizing his performance and eventually contributing an assist for Jadon Sancho’s goal, which sparked Chelsea’s comeback.
Social Media Fallout
Following the match, Cucurella posted a photo of the Future 8 boots in a bin on his Instagram story with the caption, “Sorry Blues”.
Though the post was quickly deleted, it spread widely across social media, drawing attention to the product’s performance issues.
Here’s Cole Palmer trying to make sure Cucurella has been binned those boots. 😂😂😂
— GiftedHands (@Sire_Gift) December 9, 2024
pic.twitter.com/KMfG2XmrVH
Puma’s Challenges
The incident compounds existing challenges for Puma, which is under pressure to boost sales ahead of the critical holiday season. The Future 8 boots, marketed for adaptability, movement, and control, fell short of their promise in a high-profile showcase.
Sky Sports pundits were quick to criticize Cucurella’s choice:
- Jamie Carragher: “Did he not do a warm-up? Embarrassing. Absolute schoolboy stuff.”
- Peter Drury: “It’s pantomime season, and like Cinderella, Cucurella needs a slipper that fits!”
Redemption and Victory
Despite the disastrous start, Chelsea rallied to overturn the deficit. Goals from Jadon Sancho, Enzo Fernandez, and two penalties by Cole Palmer secured a thrilling win, sending Chelsea into second place in the Premier League table.
Implications for Puma
While Cucurella’s performance improved after switching boots, the damage to Puma’s brand may linger. The visible failure of their premium product on such a stage could lead fans to question its quality, posing a significant challenge for the company during a crucial sales period.
This incident highlights the fine line between marketing success and failure in the world of elite sports endorsements. For Puma, the next steps in addressing this public relations setback will be crucial.
Puma is Facing a Setback After Marc Cucurella Slip-Up in £220 Boots
