Erling Haaland becomes minority owner of his favourite hair-tie company

Erling Haaland of Manchester City unties his hair during the Premier League match between Manchester City and AFC Bournemouth at Etihad Stadium on August 13, 2022 in Manchester, United Kingdom
'I'm proud to become a shareholder in Bon Dep,' Haaland said - Robbie Jay Barratt/Getty Images

Erling Haaland has leveraged his trademark long blonde hair by buying a stake in his favourite Norwegian hair-tie company which sells the signature accessory that has secured the striker’s man-bun in place since his days at Borussia Dortmund.

Haaland’s commercial team, led by his father Alf Inge’s former Norway team-mate Egil Ostenstad, announced that the Manchester City man has bought a minority stake in Oslo hair accessories company Bon Dep, with a view to doubling its turnover.

The striker has long worn Bon Dep’s signature “Kknekki” hair tie manufactured by the company, an endorsement which the founder, Vibeke Gronseth, credits with helping Bon Dep grow its revenues to the equivalent of £7 million annually. The Norwegian investment company Ogreid, from Stavanger, the oil and finance city near Haaland’s hometown of Bryne, has taken a majority stake in Bon Dep in partnership with Haaland – the country’s biggest sporting celebrity.

The man-bun phenomenon has boosted sales of Haaland’s Kknekki in Germany, Sweden, Denmark, Holland, Belgium, and France, say Bon Dep. The man himself, who faces Real Madrid on Wednesday night in the Champions League quarter-final second leg, said he was committed to making it the go-to fastener for man-buns everywhere. “I’m proud to become a shareholder in Bon Dep,” Haaland said. “Kknekki has been my go-to hair tie for years, and it is undoubtedly the best in the world.”

Bon Dep came to hair-ties late, the company says, initially selling “pillows in Liberty fabric, knobs, and small toiletry bags”. Haaland began growing his hair long at his third professional club, Dortmund, and his success at City has made him one of the most marketable players in the world. The United States sportswear giant Nike won the race for his boot endorsement contract while many other leading players saw their boot endorsement values decline.

Ostenstad, who played as a striker for Southampton, Blackburn Rovers, Rangers and briefly Manchester City on loan – albeit without a man-bun – said that hair-tie investment was part of a carefully considered strategy. He said: “Our strategy is to invest in cases that we resonate with, alongside players who have consistently demonstrated expertise and track record in their actions.”

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