From Manchester United starlet to outcast, Anthony Martial has endured a miserable 2016.
The Frenchman arrived to much fanfare last year for £36 million and, following his stunning debut goal against Liverpool, signs suggested he had a big future ahead of him.
However, since Louis van Gaal's departure and Jose Mourinho's consequent arrival, Martial has been afforded very little first-team action and spent the vast majority of his time on the bench.
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Quite why Mourinho refuses to play the 20-year-old is unknown - after all, he gave a timely reminder of his undoubted talented with a rocket against Stoke City last month.
Martial's torment began in the summer transfer window, where Zlatan Ibrahimovic arrived from Paris Saint-Germain and demanded the No.9 shirt, forcing Martial to hand over and switch to No.11.
It's all gone downhill for the winger ever since, with Martial's agent, Philippe Lamboley, claiming Mourinho and United were "disrespectful" and "out of order" to do so.
"I'm not going to lie to you," he told RMC Sport, per the Mirror. "Yes, it got to him. Yes, it surprised him. Yes, he was disappointed... for two days."
"But he's professional. He knew how to get back into things straight away.
"Personally, I find that decision out of order and disrespectful to my player. I told Manchester United's board that. You just don't do it.
"So we accepted it, we turned the page, but we didn't rip it up."
Forcing Martial to hand over the No.9 shirt was a poor call from Mourinho. Favouritism has no place in professional football and to give Ibrahimovic - who is 35-years-old - priority over one of Europe's hottest talents was naive.
The Portuguese has ultimately paid the price for disrespecting Martial, with United currently enduring an awful run of form both in the Premier League and the Europa League.
Thursday night's defeat to Fenerbahce encapsulated the Red Devils' recent decline. Ibrahimovic, Paul Pogba and Wayne Rooney were all awful in Istanbul, while the talented Martial and Henrikh Mkhitaryan sat on the bench.
What's worse is that Martial only wants to impress at United but isn't being given the chance to prove his worth, let alone stake claim for a starting role.
That's according to Lamboley, who insists the best is yet to come from France's latest prodigy.
"He's very happy there," the agent added. "They're trying to make him look sad because he doesn't always smile. It's part of his personality.
"He only has one desire, and that's to have a great season and win titles with United. Let him work.
"What he's achieved up until now is incredible. He's only started his career, and I can promise you the best is yet to come."