Fenerbahce player Muhammed Gumuskaya was left searching for his club badge to kiss in celebration of his goal in the Europa League Conference, but the new bizarre design meant he couldn’t.
Puma's new third kits have the club logo on the back of the shirt, rather than in the front, causing extreme confusion on and off the pitch.
The Turkish outfit, along with defending Premier League champions Manchester City, are among ten European clubs to adopt the radical new design by Puma, which will be worn in Cup competitions this season.
Fenerbahce won the first leg of their play-off thanks to a strike from Gumuskaya, who wanted to celebrate his goal by kissing the team badge in front of supporters. But the 20-year-old was left baffled after seeing just his team's name on the front of his shirt.
Milan, Marseille, and Valencia are also among the ten European clubs to have adopted the design, which is described by Puma as ‘progressive and refreshing’. Borussia Monchengladbach, Stade Rennais F.C., Shakhtar Donetsk, Krasnodar, and PSV Eindhoven have also adopted the "new look".
Carl Tuffley, senior head of design manager Teamsport, said their objective was to go against the 'traditional football jersey design'. He said: "It is easy to play safe, but we want to change perceptions of a conventional football jersey. The third [Manchester City] kit presented an opportunity to be bold, so we wanted to re-energise these jerseys and take a new direction."