How Puma turned a public slip-up into marketing gold
Imagine this: one of your most prominent brand ambassadors, in front of millions of fans, publicly rejects your product. Not only do they switch to a competitor mid-performance, but they also post your product — literally in the trash — for the world to see.
For most brands, this would spell disaster. But for Puma, it became an opportunity.
When Chelsea’s Marc Cucurella slipped twice during a match wearing Puma boots, frustration led him to swap them out midgame. While the Premier League side went on to win the London derby over local rivals Spurs, Cucurella later posted the discarded boots in the trash on Instagram. What could’ve been a PR nightmare turned into one of the most talked-about and applauded marketing moves of the year.
Here’s how Puma owned the moment, won back the narrative, and left fans cheering.
Turning a PR Nightmare into Marketing Gold
After Cucurella’s high-profile mishap, Puma didn’t deny, deflect, or downplay the situation. Instead, they responded boldly and creatively.
In a clever campaign, Puma featured Cucurella himself standing next to a “wet floor” sign, his signature afro redesigned into a playful logo.
The tagline said it all:
It’s not how you slip; it’s how you bounce back.
The result? Fans loved the humor and self-awareness. Instead of questioning the quality of Puma’s boots, they admired the brand’s quick thinking and authenticity. Puma came out of the incident not just unscathed, but with their reputation enhanced.
3 Branding Lessons from Puma’s Quick Thinking
1. Lean Into Mistakes
Mistakes are inevitable, but they don’t have to be final. When something goes wrong, address it directly. By owning the narrative, Puma transformed a negative event into a moment of connection with their audience.
2. Stay Relatable
Everyone slips — literally or figuratively. Showing vulnerability and injecting humor into your response makes your brand human. Puma’s ability to laugh at themselves turned potential criticism into admiration.
3. Respond at the Speed of Culture
Timing is critical in today’s fast-moving world. Puma’s campaign hit the internet while the incident was still fresh in fans’ minds. Had they waited too long, the window for turning the story around might have closed.
Why Puma’s Approach Worked
Puma’s response struck a perfect balance between humility and confidence. By addressing the mishap openly and humorously, they showed they weren’t afraid to admit imperfection. This approach resonated with fans who value authenticity over flawless facades.
Moreover, the speed of their reaction highlighted Puma’s agility as a brand — a key strength in the fast-paced world of modern marketing.
The Takeaway for Your Brand
Puma’s story is a powerful reminder that even the worst situations can be opportunities for growth and connection. Whether it’s a faulty product, a public relations hiccup, or a tough customer review, the way you respond defines your brand more than the mistake itself.
The next time your brand faces a slip-up, ask yourself:
How can we turn this into a moment of connection with our audience?
Are we willing to show vulnerability and admit when we’ve fallen short?
Can we move quickly enough to control the narrative before it spirals?
Final Thoughts
Puma’s ability to own the moment and bounce back with humor and grace is a masterclass in resilient branding. It’s proof that even when the worst happens, there’s always a way to turn it into a win.
Because at the end of the day, it’s not about avoiding mistakes — it’s about how you recover. And when done right, your recovery can be your strongest play yet.