Unless you watched Richmond's Sunday afternoon clash with Hawthorn on mute, you wouldn't have been able to avoid the commentators' chat about Dustin Martin's boots.
The Tigers star found himself back in Puma boots after trialling out a few different manufacturers over the past few weeks.
Every time Dusty got near the footy, we heard about his search for the perfect pair of boots.
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Plenty of viewers grew tired of it, while others thought there might have been more at play.
Dusty had 19 and kicked 2 in a half in his old trusty Puma boots, surely if ya puma ya just keep making the old ones for him $$$$ , and @AFL the fans have had enough of this bullshit umpiring this year fix it. #AFLTigersHawks
— shaun comerford (@shaun_como3) May 19, 2019
Stfu about Dustin Martin's footy boots @7AFL #AFLTigersHawks
— Darren Gilmore 🇦🇺 (@darrengilmore6) May 19, 2019
Some fans floated a conspiracy, suggesting that Martin's chopping and changing was all part of a campaign from the boot manufacturer.
How much is puma paying for marketing today? #AFLTigersHawks
— Samantha (@FFaztastic) May 19, 2019
Puma have definitely payed for a stealth advertising campaign with @7AFL #AFLTigersHawks
— Steve (@steviejvic) May 19, 2019
Dusty getting 500k to rock PUMAs is insane.
— Luke (@Marruso89) May 19, 2019
Genius by their PR team to come up with the plan for him to “leave” them for a few weeks #AFLTigersHawks
We reckon they might be giving the marketing team at Puma too much credit.
So what is the story with Dusty's footwear?
The Richmond superstar was signed to Puma on a deal worth around $500,000 per year.
Despite having three years left to run on that contract, the midfielder ditched his wheels at the end of round three, wearing Nike boots for two rounds and then trying out Adidas for a couple of weeks.
Back in his trademark hi-vis yellow and blues Pumas on Sunday, the commentators suggested they may have been an older model.
Whatever the case, the change was worked, with Martin looking back to his best with two goals in a dominant first half.
