Erling Haaland's Ponytail Becomes Product and Brand Asset
Soccer star Erling Haaland is leveraging his signature ponytail to create brand value and drive direct product sales.
During the 2026 FIFA World Cup, Norwegian striker Erling Haaland has emerged not only as an athletic powerhouse but also as a branding phenomenon. His distinctive hairstyle, often tied back in a ponytail or bun, has become a globally recognized signature.
Haaland has capitalized on this personal trait to create commercial value. In 2024, he acquired a minority stake in Kknekki, a Norwegian company producing hair ties that he has used for years due to their ability to stay in place during matches.
In June 2026, shortly before the tournament, Kknekki launched a limited-edition "Haaland Edition" line. These hair ties, designed in colorways inspired by his team kits and featuring a custom Haaland bead, sold out upon release. This initiative led to a significant increase in website traffic and thousands of new social media followers.
The strategy effectively merges an authentic personal habit with the sale of a branded product. This approach fosters a genuine connection between the athlete and consumers, diverging from traditional licensing deals. Haaland also serves as a global ambassador for Clear Men shampoo, whose campaign for this year's World Cup is tied to the tournament.