The €3 hair tie that became football’s most unexpected fashion statement; thanks to Erling Haaland

Fashion trends are no longer born only on runways or red carpets. Today, they can emerge from the smallest details, especially when they belong to one of the world's biggest sports stars.

Erling Haaland's signature man bun has become just as recognisable as his goal celebrations. While fans have long followed his jerseys, trainers and luxury travel style, another part of his look has quietly attracted attention online. It is the simple hair tie that keeps his blonde locks perfectly in place.

What might seem like an ordinary elastic has now become one of the most searched grooming accessories among football fans and style enthusiasts alike. Across social media, people have been trying to identify the exact brand Haaland wears, proving that celebrity influence now extends well beyond clothing and sneakers.

The answer is KKNEKKI, a Scandinavian favourite that has spent decades perfecting one everyday essential.

Originally developed in South Korea in the late 1980s before expanding across Europe through Scandinavian accessories label Bon Dep, KKNEKKI built its reputation on durability rather than hype. Unlike traditional elastics, its woven construction combines dozens of fine threads around a flexible rubber core, allowing it to hold hair firmly without pulling, snapping or leaving noticeable creases.

For years, the brand enjoyed a loyal following among those with long hair. Then Haaland entered the picture.

Long before becoming associated with the brand in a business capacity, the Norwegian footballer had already made KKNEKKI part of his everyday routine. That authenticity is what makes the partnership stand out.

Instead of appearing like another celebrity campaign, the accessory had already become part of his personal style.

His neatly tied bun has since become one of football's most recognisable grooming signatures. Fans have even noticed that he often matches the colour of his hair tie with his club or national team kit, turning a practical item into a subtle styling detail.

That attention has created what many now describe as the "Haaland effect". Online searches for the brand have surged, collectors have rushed to buy limited editions and a product that was once considered an everyday basic has found itself in conversations usually reserved for trainers, watches and designer accessories.

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The rise of KKNEKKI also says something about how modern celebrity culture works. Consumers are no longer interested only in the expensive pieces worn by famous personalities. They are equally fascinated by the products celebrities genuinely use every day, especially when those products feel accessible.

Unlike luxury handbags or limited edition sneakers, a quality hair tie is something almost anyone can own. That sense of accessibility has helped transform it into an unexpected style purchase rather than just another grooming product.

Whether you're growing out your hair, perfecting a man bun or simply looking for a hair tie that lasts, KKNEKKI has found itself at the centre of a fashion conversation few could have predicted.

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It may not improve your football skills, but it does prove one thing. In today's style landscape, even the smallest accessory can become a global fashion obsession when the right person wears it consistently.