The image of the tall, muscular Norwegian striker Erling Haaland, with his distinctive ponytail bun, constantly circulates on the Internet.

This is more than just a hairstyle; it has become one of the most recognizable visual signatures in sports and a powerful branding tool. This year's World Cup made Haaland's hairstyle more prominent than ever, according to Michael Tasner, a digital marketing expert and author of several bestselling books in the US.

Striker Haaland on the field in a red jersey with a red hair tie during a match against Brazil at East Rutherford stadium, New Jersey, on 5/7. Photo: AP

Fans and media continuously discuss and create memes about it. Haaland, meanwhile, directly profits from it. So fond of the brand, Haaland decided in 2024 to invest in Bon Dep, the Norwegian company behind the Kknekki hair tie brand, becoming a minority shareholder with the goal of doubling the company's revenue.

"I am proud to be a shareholder of Bon Dep", Haaland said. "Kknekki has been my favorite hair accessory for many years and, without a doubt, it is the best product in the world".

Kknekki, meaning 'wool yarn' in the Gyeongsang dialect, was founded in South Korea in 1987, incorporating traditional Korean craftsmanship into its production. The brand was later acquired by Bon Dep.

Vibeke Gronseth, founder of Bon Dep, noted in 7/2024 that Haaland helped the company increase its annual revenue to 9,4 million USD.

The brand produces hair ties made from woven polyester fabric, secured with a plastic bead. The soft woven material provides comfort and does not snag or break hair, making them particularly suitable for fine and easily damaged hair. They ensure durability throughout 90 minutes of play for Haaland without breaking or slipping.

There are over 700 colors to choose from, including palettes inspired by the national flags of World Cup participating teams such as Portugal, England, and Norway.

Haaland poses with a colorful hair tie necklace on his personal social media account on 5/6. Photo: Instagram/Erling Haaland

In 6/, weeks before the World Cup opening, Kknekki launched a limited-edition collection named Haaland, featuring 8 hair ties in colors inspired by his match attire, each adorned with a limited-edition Haaland bead.

The product set sold out immediately upon launch. Website traffic increased by 70%, and the brand gained tens of thousands of new followers on social media as Haaland consistently scored goals while wearing hair ties matching the Norwegian national team's jersey.

The Norwegian striker uses a yellow tie from the limited-edition Haaland collection launched in early 6/. Photo: Kknekki

Each tie is woven from over 60 threads, adorned with a bead engraved with "Haaland". Photo: Kknekki

Besides their use as hair ties, these designs can also be worn as bracelets. Photo: Kknekki

Haaland poses in an advertisement for the limited-edition hair tie collection. Photo: Kknekki

Haaland poses in an advertisement for the limited-edition hair tie collection. Photo: Kknekki

The price for the set of 8 ties on the website is 28 euro (32 USD). Photo: Kknekki

The hair tie became a trending topic on Chinese social media, with over 30.000 searches for "Haaland hair tie" on the Taobao platform when he played his first World Cup match on 17/6.

Some personal shoppers inflated prices to over 300 yuan (41 USD) for a set of ties on Chinese online shopping platforms. A set of 8 ties was split by speculators and sold individually for 69 yuan, an increase of over 150% from the original price.

In response to the affection from Chinese fans, Haaland posted a hair-tying tutorial video on Douyin. The 24-second video garnered 1,21 million likes within mot week.

World Cup commentator and Chinese sports presenter Liu Chang believes that after Lionel Messi and Cristiano Ronaldo, Haaland is the rising superstar modern fans need.

"We have never seen a player like Haaland before", Liu said, adding that he was stunned when he first saw Haaland play in the Champions League.

"He is like a giant yet extremely agile, creating a strong visual impact with his distinctive appearance", Liu commented. "The development of this era needs superstars like him".

"The hair ties succeeded because Haaland actually uses them. He did not create a random product and put his name on it", Tasner remarked. "Among a sea of athletes, the tied hairstyle makes him stand out in photos, in plays, and even in memes without saying a word. That hairstyle has become an iconic signal: 'Haaland is here and about to score'".

Hong Hanh (According to Inc, Korea Times, SCMP)