Ahead of their World Cup quarter-final clash with England on 11/7, Norway's national football team jerseys have completely sold out across European retail stores. This phenomenon is largely attributed to the immense popularity of players like Erling Haaland.
The Norway Football Federation (NFF) admitted they had underestimated the demand for the apparel. Since their release in 3, the jerseys have consistently sold out at Nike and other retailers. A Nike representative told the BBC they "understand the frustration" of fans and are working to improve supply.
According to the BBC, Norway's recent victory over Brazil significantly amplified fan enthusiasm, particularly for star player Erling Haaland. This led to stores being overwhelmed as new kits became available. Some fans even camped overnight to queue for a jersey.
 |
The official Norway national team jersey is red with a blue cross from the national flag. Photo: AP
Runar Pahr Andresen, NFF Commercial Director, told the BBC that fan demand "far exceeded forecasts," leading to record-high orders this year. He noted, "Retailers ordered approximately 250,000 jerseys, compared to about 50,000 during the same period last year."
Upon learning that the Torshov Sport store in Oslo received a new shipment of Norway national team jerseys on 7/7, crowds formed long queues before opening hours on 8/7. Local reporters estimated the line stretched approximately 600 meters, winding through several streets. Some dedicated fans brought chairs, waiting for 12 hours.
Anders Lilleberg, the store manager, told VG newspaper, "I have lived here for many years, but I have never witnessed such a bustling atmosphere. It's truly fervent." The store is currently inviting fans to register for new kits but cannot guarantee timely delivery for the quarter-final match.
Andresen explained that while they desire more jerseys, production quantities were planned "a long time ago." He added, "Significantly scaling up production during the World Cup is a major challenge." He also informed Norway's TV2 channel that the federation has never generated as much revenue from jersey sales as it is currently.
The scarcity of official jerseys has driven some fans to the resale market, where prices have soared. Nike's Norway 2026 Stadium Home Jersey, retailing at 100 USD, is listed for up to 476 USD on resale platforms. The black away jersey commands a slightly lower resale price, around 310 USD, excluding shipping and taxes.
Beyond jerseys, even Kknekki hair ties, frequently worn by Haaland, experienced a complete sell-out. According to Inc, Haaland regularly uses this brand's hair ties. Weeks before the World Cup, Kknekki launched a limited-edition Haaland Edition collection, comprising eight hair ties in colors inspired by his match kit. Each tie featured a bead inscribed with Haaland's name.
Haaland uses Kknekki hair ties. Video: Douyin/Erling Haaland
Inc reported that the products sold out immediately upon launch. As Haaland consistently scored goals while wearing the bright red hair tie, which matched Norway's national team jersey, Kknekki gained over 10,000 new social media followers, and its website traffic surged by 70%.
The highly anticipated quarter-final match between Norway and England is scheduled for 11/7 in Miami. According to Reuters, ticket prices on FIFA's official resale platform have surged to over 6 million USD for a pair, reflecting the immense interest in the game.
Hoa Mi (Source: BBC, Inc)
