Erling Haaland has turned one of his most recognizable trademarks into a growing business venture. The Norwegian striker has invested in Kknekki, the Scandinavian hair tie brand he has long used to keep his signature hairstyle in place. Rather than signing a traditional endorsement deal, Haaland chose to become a shareholder in the company, taking an active role in its international expansion.
Since his investment, Kknekki has reported growth of more than 50%, with particularly strong expansion across Asian markets. The company has also sold more than 10 million hair ties over the past year.
Haaland’s relationship with the brand predates the investment. He had been wearing Kknekki hair ties regularly in both training sessions and matches long before formalizing the partnership.
Limited-edition collection launched during the World Cup
The collaboration has resulted in a limited-edition collection of eight hair ties, personally selected by Haaland and inspired by the colors of the clubs and national teams he has represented throughout his career. Some designs reflect the intensity of match days, while others are inspired by more relaxed moments away from football. Each piece features a customized bead bearing Haaland’s name.
The launch comes at a symbolic moment in Haaland’s career as he competes in his first FIFA World Cup, 32 years after his father appeared in the 1994 World Cup. Haaland has described the tournament as the fulfillment of a childhood dream, saying it is the result of years of consistent habits and daily dedication rather than a single defining moment.