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Haaland turns hair ties into business venture, becomes Kknekki shareholder
🇵🇾 Paraguay /Economy & Trade

Haaland turns hair ties into business venture, becomes Kknekki shareholder

From ABC Color · () Spanish

Translated from Spanish, summarized and contextualized by DistantNews.

At a glance

News Named sources New plan
  • Norwegian footballer Erling Haaland has become a shareholder in Kknekki, a hair tie brand he has used for years.
  • Haaland's investment in the South Korean-originating brand, known for its traditional manufacturing, was driven by his genuine connection to the product.
  • The partnership highlights a trend of elite athletes investing in brands they authentically use and believe in.

Erling Haaland, the prolific Norwegian striker, has moved beyond mere endorsement to become a significant investor in Kknekki, a hair tie brand he has personally used for years. This move transforms a simple accessory into a business venture for the football star.

The firm is based on the conviction that an everyday item can be exceptional.

— Hedda EngelhardtKknekki's marketing director, describing the brand's philosophy.

Haaland's connection with Kknekki, a brand with origins in South Korea dating back to 1987, began organically. He reportedly favored the brand's hair ties for their superior hold during training and matches compared to other products on the market. This genuine affinity led him to invest in the parent company, Bon Dep, in 2024, eventually resulting in a limited-edition collection bearing his name.

Erling had been using the brand for years before any collaboration was considered. As he truly loved the product, a natural relationship developed over time, which eventually led, first, to an investment in Bon Dep and, later, to the limited edition collection.

— Hedda EngelhardtExplaining the organic development of the partnership between Erling Haaland and Kknekki.

Kknekki, manufactured using a traditional technique involving over 60 intertwined threads per tie, has managed to elevate a common item into a design object. The brand's success is attributed to its ability to foster consumer loyalty and attract high-profile investors like Haaland. Hedda Engelhardt, Kknekki's marketing director, confirmed to EFE that Haaland's involvement, particularly his limited-edition line, has been a commercial success.

His investment was based on trust because he already knew the product.

— Hedda EngelhardtHighlighting the authentic basis of Erling Haaland's investment in Kknekki.

This partnership exemplifies a growing trend where elite athletes are not just brand ambassadors but also equity holders. Their investments are often rooted in authentic product usage and belief, lending credibility and trust to the brands they associate with. Haaland's continued daily use of Kknekki, whether for training, matches, or personal life, underscores the authenticity driving this collaboration.

He truly uses it every day, whether training, playing matches, or in his daily life. That authenticity generates trust and makes the collaboration...

— Hedda EngelhardtEmphasizing the genuine connection Erling Haaland has with the Kknekki brand.
DistantNews Editorial

Originally published by ABC Color in Spanish. Translated, summarized, and contextualized by our editorial team with added local perspective. Read our editorial standards.

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