Every time Norwegian soccer player Erling Haaland steps onto the field, there is one attribute that has become as recognizable as his face: his hairstyle. What you may not know is that his hair ties are also part of a brand strategy.
The forward had been using KKNEKKI hair ties for years before becoming a company shareholder. More than a marketing agreement, the relationship between Haaland and KKNEKKI originated from authentic product use, strengthening its credibility.
KKNEKKI ties are designed to hold hair without breaking or tangling it. They are made with more than 60 woven threads and contain no metal parts. A value proposition that made Haaland a real user and subsequently a strategic partner.
The company even launched a collection inspired by the footballer, demonstrating how an everyday accessory can become a powerful branding asset when it is part of the visual identity of a global figure.
Today, many brands are no longer just looking for a celebrity to appear using a product. They want that product to become an inseparable element of their image. When the public identifies an accessory with a person even before seeing the brand logo, branding has achieved one of its greatest goals: establishing natural recognition.
More than selling a hair tie, KKNEKKI managed to turn an everyday object into a symbol associated with one of the most recognized players in the world. This is an example of how brand building can arise from even the smallest details when there is authenticity, consistency and identity.
Do you think that the World Cup has also become one of the best showcases to promote businesses?
Source: KKNEKKI.