Haaland Effect: Football Star Turns Small Norwegian Hair Tie Company into Global Sensation

Erling Haaland, the star Norwegian footballer, has inadvertently turned a small Norwegian hair accessory company into a global phenomenon. The company, Kknekki, founded in South Korea in 1987 and acquired by Norwegian firm Bon Dep in 2015, specializes in durable hair ties. Haaland became a minority shareholder in 2024 and has been consistently seen using Kknekki's products, often coordinating their colors with his team's kits. This visible endorsement has led to a dramatic surge in sales, with the brand experiencing unprecedented popularity, especially in China, where Haaland enjoys a growing fanbase. The hair ties themselves are made from 60 interwoven polyester fibers and a small amount of recycled plastic, designed to be durable and gentle on hair. Hedda Davidsen, Kknekki's marketing director, noted that Haaland has used the ties since growing his hair, valuing their performance during matches. To capitalize on the World Cup excitement, Kknekki launched a limited 'Haaland Edition' collection featuring eight models selected by the player, each adorned with a metal bead engraved with his name. The collection's launch was supported by the brand's largest-ever outdoor advertising campaign in Norway, including billboards and special sales zones, further cementing Kknekki's newfound global recognition.

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Haaland always used Kknekki hair ties since he grew his hair. For him, the most important thing is that they work during every match and withstand everything that happens on the pitch.