Over one thousand years ago, Vikings reportedly crossed the Atlantic, reaching North America centuries before Christopher Columbus. Now, the image of these Norse warriors appears to have returned.

In a newly released photo series, a group of bearded warriors stands by a fjord, weapons in hand, with characteristic Viking longships behind them, as if ready for conquest.

The Norway national team as Viking warriors in the 2026 World Cup photo series. *Photo: NFF*.

A closer look reveals familiar faces: players from the Norway national team, including stars Erling Haaland and Martin Odegaard. They transform into legendary explorers to mark their first World Cup appearance after a 28-year wait.

The photoshoot took place last weekend in Oslo and was directed by renowned photographer David Yarrow.

The concept originated from the Norwegian Football Federation's (NFF) desire for a distinctive team photo, while also tapping into the nation's rich history. In recent matches, Norwegian fans often recreate Viking rowing through synchronized cheers in the stands.

Norwegian fans recreate Viking rowing.

The NFF contacted Yarrow six months ago, after Haaland and golfer Viktor Hovland introduced him based on previous collaborations. "I immediately replied that I wanted to turn them into Vikings", Yarrow said. "I always enjoy taking characters out of their usual image".

He believes this concept, while potentially controversial, aligns with the spirit of exploration embedded in Norway's history. "I wanted to create the feeling that they were preparing to set sail for America. But it was important to execute it thoroughly. If done half-heartedly or only in a studio, everything would become lackluster", Yarrow stated.

To realize the project, the crew scouted a private beach in Oslo and mobilized longships and elaborate Viking costumes, rather than theatrical outfits.

The only person absent on the main shooting day was captain Martin Odegaard, who was busy playing in the Champions League final with Arsenal. A space was reserved for the 27-year-old midfielder, who returned to Oslo a few days later for a separate shoot and was digitally composited into the team photo.

Odegaard discusses with the photographer before his individual shoot for the composite team photo. *Photo: NFF*.

To enhance authenticity, the production team also built a wooden bridge with historical architecture leading to the Viking longships.

While many other national teams opt for photos of players boarding planes to America, Mexico, and Canada, Yarrow finds that approach common. "This week we have seen too many photos on airplane stairs. They are quite boring. At least the Norwegians made an effort to create something special", he remarked.

Yarrow revealed he drew inspiration from the "Vikings" television series when developing the visual concept. Haaland also played a key role in persuading the team to participate, having previously been photographed by Yarrow in a Viking warrior persona.

Behind the scenes of Erling Haaland's Viking warrior photoshoot in 2023. *Photo: David Yarrow*.

"We even hired a makeup artist. The only requirement was that everyone had to look fierce and authoritative. A few players looked too gentle to be warriors, but in the end, everything worked out", the Scottish photographer added.

He was particularly impressed with Haaland's long, flowing hair, though he admitted he did not want to confront head coach Stale Solbakken, who he described as "a very tough man".

The photo series includes two main versions: one exclusively for the team and one collective photo featuring the entire coaching and technical staff.

According to NFF President Lise Klaveness, the project is not simply about the Viking aesthetic but reflects the team's spirit of unity. "This is a continuation of how we have built the image of the national team over many years. The team represents all regions of Norway. The photo accurately expresses that: we embark together as a collective", she said.

Forward Alexander Sorloth in his individual photo. *Photo: NFF*.

She explained that the NFF recognized early on that the Viking image is always associated with Norway, so the organization decided to proactively leverage this symbol in its own way. "The important thing is not the aesthetics but the values: cohesion, team spirit, and unity", Klaveness expressed.

The concept of "modern Vikings" is used in the media campaign, but Klaveness emphasized that this is not an attempt to define the team by a certain stereotype. "This is a diverse group, and that is our strength. The symbols are used to connect everyone, not to represent a specific type of player or background", she stated.

The uniqueness of the photo series even made Yarrow worry that some people might think it was an artificial intelligence (AI) product. "That's why today we often record the entire behind-the-scenes of every shoot. Though, I'm too old to truly understand what AI is", he quipped.

Behind the scenes of the Norway national team's Viking warrior transformation.

At the 2026 World Cup, Norway is in Group I with France, Senegal, and Iraq. The Scottish photographer believes the Norse team can create a surprise. "Norway is capable of making things difficult for many opponents. They have top players and enough squad depth to advance early from the group stage".

Compiled by Hong Duy