Norway’s World Cup photoshoot (foto: Instagram)
Norway’s World Cup photoshoot featuring Erling Haaland dressed as Vikings sparked debate over national identity, symbolism, and historical associations.
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Erling Haaland and the Norway national team expected their World Cup photoshoot to build excitement before heading to the tournament.
Instead, the Viking-themed campaign has created one of the biggest cultural debates surrounding the team in years.
The striking images showed players dressed in Viking-inspired clothing on a beach in Oslo, carrying shields, bows, axes, and standing alongside traditional longboats.
While many supporters embraced the concept, others strongly criticized both the message and symbolism.
Critics question imagery and symbolism
Journalist Markus Slettholm from newspaper Morgenbladet argued the images felt "chauvinistic and exclusionary."
Speaking to Norwegian broadcaster NRK, he went further and said parts of the visual approach reminded him of imagery associated with extremist movements.
Academic researcher Jane Haug Skjoldli previously raised concerns about Norway’s World Cup kit design as well, arguing some visual elements could be interpreted as overly masculine or linked to problematic symbolism.
Critics pointed specifically toward rune-inspired design choices and the broader use of Viking imagery.
Norway dismisses the criticism
The debate grew large enough that coach Stale Solbakken faced questions during a press conference.
He showed little interest in extending the discussion.
"There are many bigger and more difficult topics than that. I can't afford to waste time on that."
The photoshoot itself came from the Norwegian Football Federation, which wanted to create a strong visual identity before the tournament.
The federation insists the campaign was designed around unity and national heritage rather than stereotypes.
Haaland helped inspire the project
The campaign was photographed by Scottish photographer David Yarrow, who reportedly joined the project after previous work with Haaland.
Yarrow admitted beforehand that criticism was always possible.
"I knew it might get some criticism, but I wanted to play on that sense of journey that goes back to the Vikings, as if they're setting sail for America."
The production itself was extensive.
A wooden jetty was specially built for the shoot, players wore historically inspired clothing, and organizers attempted to avoid costumes that looked theatrical.
Big expectations on the pitch
The timing of the debate arrives as Norway prepares for only its fourth World Cup appearance.
With stars such as Haaland, Martin Odegaard, and Antonio Nusa, expectations remain high despite a difficult group containing France, Senegal, and Iraq.
Whether the Viking campaign becomes remembered as clever branding or unnecessary controversy will depend largely on what Norway does once the football starts.