The hair ties worn by Erling Haaland, the "monster striker" leading Norway's surprise run at the 2026 World Cup in North America, have become an unexpected talking point. It emerged that the hair ties, which he switches to match his jersey color in each match, are in fact from a brand born in Korea in 1987.
Not an ad but a genuine favorite — Haaland even became an investor
According to the fashion industry on the 9th, the hair ties Haaland wears in each match are from the Norwegian brand KKNEKKI. The brand name derives from "kkeuneki," a Gyeongsang dialect word meaning "string."
On its official website, KKNEKKI describes itself as "a brand founded in Korea in 1987, born from unique weaving technology and outstanding craftsmanship." In 2015, the Norwegian accessories company Bon Dep acquired the brand, growing it into a global brand combining Korean manufacturing technology with Scandinavian sensibility.
The brand's origins are also unusual. Its starting point was a product developed by a founder — a former soccer player who had suffered a back injury — to create something that caused less pain when tying or releasing hair. Made using a distinctively Korean knitting machine built in the 1960s and a unique weaving method employing more than 60 threads, the product is highly elastic and does not pull or damage hair. The brand explains that it has durability that resists stretching even when wet with seawater.
The brand currently offers more than 700 color combinations and is sold in about 6,000 stores across Europe, including Korea, Norway, the Netherlands, Belgium and Italy.
Above all, what draws attention is its connection with Haaland. The brand explained that "it was not a collaboration request that came first, but Haaland who chose KKNEKKI first." It added, "It was a hair tie that Haaland naturally used in training, matches and daily life, and that authentic relationship eventually led to a collaboration."
Haaland, too, did not hide his affection for the brand, saying, "I wear KKNEKKI, and because I believe in this product, I also invested in the company." He actually became a minority shareholder of Bon Dep in 2024, and buoyed by the Haaland effect, the company's annual revenue is known to have grown to about 7 million pounds (approximately 14.1 billion won).
Haaland World Cup limited edition — "sold out" amid popularity
Ahead of this World Cup in North America, a "Haaland Edition" featuring Haaland's direct participation was also released. The brand explained, "We created a collection that best represents Haaland based on the products he actually uses regularly." The limited edition consists of hair ties in eight colors chosen by Haaland himself and costs 28 euros (approximately 48,000 won).
Haaland said, "I was inspired by the colors of the jerseys I wear in my club and national team matches."
After drawing significant interest right after its release, the item is already sold out on the official website. Through its official social media, the brand said, "We are grateful for all the love, but since it was made as a limited edition, there are no plans for additional production."
This World Cup also holds special meaning for Haaland. Through the website, he said, "Since I was young, I dreamed of the World Cup stage like my father. Now it's my turn, and that means everything to me."
He added, "Big goals are not achieved overnight but are built up through consistent habits and small choices," explaining that "this hair tie is one of those small details." His father, Alf-Inge Håland, was a former Norway national team player who played for Nottingham Forest and Manchester City.
Haaland is continuing his trademark in this tournament as well, switching his hair ties to match his jersey color in each match. In particular, in the round of 16 against Brazil, he scored a brace to lead Norway to its first World Cup win over Brazil in 36 years, and after the match, he drew attention with his signature "Viking rowing" celebration.
