Erling Haaland. [AP]
Erling Haaland. [AP]

The hair tie brand worn by Norwegian striker Erling Haaland, 26, at every match of the 2026 North America World Cup — where Norway has advanced to the quarterfinals — originated in South Korea, according to the fashion industry.

Haaland wears products from the Norwegian hair tie brand KKNEKKI, matching the color to his uniform at each game, industry sources said Wednesday.

KKNEKKI was founded by a South Korean company in 1987. The brand's official website describes its origins as: "Established in Korea in 1987, where its unique weaving technology and exceptional craftsmanship first came to light." The brand was later acquired by Vondt, a Norwegian accessories brand.

The name KKNEKKI is derived from "kkeuknekki," a Gyeongsang dialect word meaning string or cord.

Haaland personally invested in the brand in 2024. Ahead of this World Cup, a "Haaland Edition" featuring eight colors he selected himself was also released.


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