25/09/2025
When Diego Maradona was handed a 15-month suspension for doping, the fallout was immediate. Major corporations distanced themselves, pulling sponsorships, and Puma, his longtime partner, terminated their contract, convinced he could no longer deliver commercial value.
With the giants of the industry turning their backs, Maradona took matters into his own hands. He purchased a pair of plain boots, painted them black to mask the brand, and stepped back onto the pitch. What began as an act of defiance soon sparked a trend across the footballing world in the 1990s, leaving established sports companies facing unexpected financial setbacks.
Sensing an opening, a Japanese brand seized the moment, striking a deal with Maradona that proved immensely lucrative. Realizing their miscalculation, Puma later issued a public apology and returned with an extraordinary offer, a lifetime contract, to restore their partnership with the Argentine icon.
