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Norwegian soccer sensation Erling Haaland has long been the face of major brands like Nike and Beats, but it’s an unexpected accessory that’s sparking a new kind of craze: his trusty hair tie. Fans aren’t just after the high-end gear-they’re clamoring for the simple, affordable elastic Haaland uses to keep his long blond locks tied in his signature man bun.
During the World Cup, eagle-eyed viewers spotted Haaland sporting KKNEKKI hair ties, made in Norway, color-coordinated with the national team’s kits-red for home games, black for away, and a red-white-blue bundle that lets supporters wear their pride. The limited edition KKNEKKI collection associated with Haaland flew off the shelves.
Bon Dep, the parent company behind KKNEKKI, noticed a sharp uptick in website visits, retailer interest, and consumer demand after Haaland’s public appearances with the hair ties. While they didn’t share exact figures, the impact was clear.
This trend highlights a growing consumer behavior: fans may not be able to afford pricey celebrity-endorsed gear, but they eagerly snap up more accessible items tied to their idols-be it Haaland’s hair elastic, Taylor Swift’s casual dress, Roger Federer’s sneakers, or even Travis Scott’s favorite meal.
The allure isn’t just the product itself, but the sense of closeness to the celebrity it conveys. “When branded products are worn by artists or athletes we admire, those items take on a deeper meaning,” explains Marcus Collins, a marketing professor at the University of Michigan who has worked on campaigns for McDonald’s Travis Scott Meal and Budweiser’s Jay-Z collaboration.
Taylor Swift offers a prime example of this phenomenon. After she was photographed in her engagement photos wearing a striped Polo Ralph Lauren dress, the item quickly sold out and remains out of stock. “It was an ordinary dress, but when Taylor Swift wore it, it gained new significance for her fans,” Collins notes.
The influence extends beyond apparel. Bakeries and dessert shops have jumped on the bandwagon, creating Swift-themed cakes and treats that tap into fans’ emotional connection. For those deeply invested in Swift’s persona, even a themed cake can serve as a meaningful token.
Megan Sesil, manager of New York’s Padoca Bakery, shared that their “Mini Taylor Wedding Cakes” sold out just like previous album-themed goodies inspired by Swift’s releases. Their Super Bowl-themed “Just Here for Taylor” cakes attracted long lines and sold out within an hour.
“Every Taylor moment turns into a celebration for our customers-an occasion to come together, swap friendship bracelets, and enjoy cake. We’re proud to be part of that,” Sesil said.
From soccer fields to bakery counters, these small but meaningful items offer fans a tangible way to connect with the stars they admire.