Norwegian soccer star Erling Haaland’s choice of a $5 hair tie from KKNEKKI during the World Cup triggered a surge in consumer demand and retailer interest, according to Bon Dep’s marketing director Hedda Engelhardt Davidsen. The elastics, which Haaland wore to match Norway’s national team colors, quickly sold out, highlighting fans’ desire for affordable items linked to their favorite celebrities, Fortune reported.
Haaland’s limited edition KKNEKKI hair ties came in red, black, and a red-white-blue bundle reflecting Norway’s home and away kits. The company experienced a significant increase in web traffic and inquiries after Haaland publicly wore the elastics. While Bon Dep declined to share exact sales figures, the marketing director emphasized the unique consumer connection created by owning a functional item associated with the athlete.
This phenomenon reflects a broader trend where fans seek accessible products tied to celebrities, rather than expensive branded gear. Similar cases include Taylor Swift’s casual dress and Travis Scott’s meal order, which offer fans a sense of closeness to admired figures. The appeal lies in the authenticity and emotional proximity these items provide, rather than the products’ intrinsic value.
KKNEKKI’s hair ties sold out following Haaland’s World Cup appearances, underscoring the commercial impact of celebrity endorsements on modestly priced goods. Bon Dep’s marketing director noted the boost in retailer interest and consumer engagement after the exposure, demonstrating the power of subtle celebrity influence in driving sales.