Norwegian superstar Erling Haaland’s choice of a simple hair tie during the recent FIFA World Cup has turned into a worldwide phenomenon, with the product selling out within days of its surge in popularity.
From the locker room to global shelves
The accessory, produced by South Korean firm Dooji Co. under its Kknekki label, caught the eye of fans for its sleek durability and the personal touch Haaland added — a palette of colors he selected to match his club’s identity.
Dooji chief executive Cho Hyun‑tae revealed that the tie was originally crafted for the player as a custom piece, featuring the blue and sky‑blue hues of Manchester City, the English club Haaland represents. The design was later rolled out to the broader public, sparking a wave of orders that quickly exhausted the initial stock.
The company, which entered the European market in 2015 through a licensing deal with Norway’s Bon Dep, has reported record sales figures in the wake of the buzz, underscoring how a single athlete’s sartorial choice can ripple through global supply chains.
Industry analysts note that the episode highlights the growing influence of footballers as trendsetters, blurring the line between sport and fashion, while also demonstrating the power of niche, high‑quality accessories to capture mainstream attention.
What began as a practical solution to keep his hair in place during training has evolved into a cultural moment, with fans and retailers alike scrambling to get their hands on the limited edition Kknekki tie.