Despite hitting the ground running in his first season in the Premier League, Alvaro Morata has quickly discovered you can't please everyone.
Following his £60million summer transfer from Real Madrid, the striker has scored seven goals in ten games and set about removing a curse Chelsea's no.9 shirt supposedly had in the process.
Since Jimmy Floyd Hasselbaink vacated the number in 2004, the Blues have had a run of not so great options, including Khalid Boulahrouz, Franco Di Santo, Fernando Torres and Radamel Falcao.
“That was one of the first things I was told after turning up here,” Morata explained to Four Four Two, joking that his team-mates begged him not to take the shirt.