Erling Haaland is known for goals, power and a blond man bun held firmly in place. That familiar hair tie has now become part of his business story.
The Manchester City striker became an investor in Bon Dep, the parent company of Norwegian hair-accessory brand Kknekki, after wearing its products for several years.
A Record Arrival
Haaland joined Manchester City from Borussia Dortmund in July 2022 and immediately rewrote the record book. He scored 36 Premier League goals in his debut campaign, the highest total by any player in a single season. The achievement turned an already famous young striker into the central figure of English football’s biggest attacking story.
The Treble Season
That first City season ended with much more than an individual record. Haaland scored 52 goals in 53 appearances across all competitions as City won the Premier League, FA Cup and Champions League. UEFA later named him its Men’s Player of the Year for 2022/23, recognizing his decisive role in the club’s historic treble.
A Signature Hair Tie
Long before the investment, Kknekki was already part of Haaland’s match-day image. He had worn the Oslo-based brand’s hair ties for several years, using them to secure the long blond hair that became one of his visual trademarks. That history matters because the partnership grew from a product he genuinely used, not an accessory introduced solely for advertising.
Becoming a Shareholder
In 2024, Haaland acquired a stake in Bon Dep, Kknekki’s parent company. Reports describe him as an investor, but the exact size and financial value of his holding have not been disclosed. That detail matters: Haaland has ownership in the wider company rather than simply appearing in a standard endorsement campaign for one hair-tie collection.
Why the Deal Fits
The arrangement offered Bon Dep something difficult to manufacture: authenticity. Haaland had worn the product before ownership entered the conversation. For him, the deal turned a recognizable part of his appearance into a business asset. For Kknekki, it connected a traditionally female-focused accessory brand with football supporters and a growing number of male customers.
A Sold-Out Collection
The partnership produced visible results in 2026. Kknekki said a limited-edition Haaland collection released around the World Cup sold out within weeks. Bon Dep also credited his long-term use of the ties with raising global awareness and attracting men to a brand whose core customers had traditionally been women and girls.
Ownership Beyond Football
Haaland’s football future is unusually secure after signing a Manchester City contract running until summer 2034. His Bon Dep investment offers a smaller but revealing example of how modern athletes build value beyond salaries and sponsorships. He did not merely lend his face to a product; he took an ownership position in the company behind something already linked to his identity.
Featured Image: By MichaelEmilio – Own work, CC BY 4.0, https://commons.wikimedia.org/w/index.php?curid=167138553
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