Norway has reached the FIFA World Cup quarterfinals for the first time, thanks in large part to Erling Haaland, whose goals have helped propel the national team to a historic run. With his prolific scoring and global star power, the 25-year-old striker has cemented his place among football’s elite and emerged as this year’s «It Boy.»
Tatler Kazakhstan examines the cultural phenomenon surrounding the Norwegian football star.
Athletic roots
Haaland was born into a family of accomplished athletes. His father, Alf-Inge Haaland, was a professional footballer who not only inspired his son’s passion for the sport but has also played an active role in contract negotiations throughout his career.
His mother, Gry Marita Braut, is a former Norwegian heptathlon champion, passing on athletic talent from another sporting discipline.
Luxury collector
In addition to being one of the world’s highest-paid athletes, Haaland has developed a reputation as a luxury handbag collector.
His collection reportedly includes seven Hermès bags, a Chanel suitcase and several other rare designer pieces.
Childhood sweetheart
Haaland’s longtime partner, Isabel Haugseng Johansen, is also from Bryne, Norway.
The couple met while training at the academy of Bryne FK, where both played football. Johansen later represented the club’s women’s team after making her debut at age 13.
According to Haaland, Johansen made the first move at the beginning of their relationship. In December 2024, the couple welcomed their first child, a son. Although Haaland has joked that she is «tired of football,» he says she remains his biggest supporter.
A viral rap career
Long before becoming one of football’s biggest stars, Haaland briefly experimented with music.
In 2016, at age 16, he joined future professional footballers Erik Botheim and Erik Tobias Sandberg to form the rap group Flow Kingz. The trio released a single song, «Kygo Jo,» dedicated to Norwegian DJ Kygo.
The low-budget music video unexpectedly became an internet hit and has since attracted nearly 20 million views on YouTube. Haaland later said the humorous lyrics — including references to the global economic crisis — were simply written as a joke while the teenagers were bored.
Dry sense of humor
Haaland is known for his understated, matter-of-fact humor.
After defeating Brazil, he was asked by Brazilian journalists why he had «ruined the mood of an entire country.» Smiling, Haaland first apologized before adding: «It’s my job to score goals.»
Hollywood cameo
Ahead of the 2026 FIFA World Cup, Haaland teamed up with Channing Tatum for a Nike advertising campaign.
In one of the campaign’s highlights, the Hollywood actor disguised himself as the Norwegian striker by wearing a blond wig and Norway’s national team jersey while attending the Norway-France match. Videos from the stunt quickly went viral on social media.
Goal machine
Goals remain Haaland’s defining trademark.
At the World Cup in the U.S., he scored in every match except against France, when he remained on the bench. He netted two goals each against Iraq and Brazil.
With seven tournament goals, he shares the lead in the Golden Boot race with Lionel Messi and Kylian Mbappé.
Haaland also became the first player to score twice against Brazil in a World Cup knockout-stage match. His scoring streak for Norway in official competitions has reached 14 consecutive matches, during which he has scored 27 goals.
Meditation and the lotus celebration
Haaland has an unconventional approach to mental preparation, regularly practicing meditation to help him relax and avoid overthinking.
During the COVID-19 pandemic, he frequently encouraged his social media followers to meditate as well.
His signature goal celebration — sitting cross-legged in the lotus position — reflects that interest in mindfulness.
The €2.5 million decision
Following Norway’s advance to the World Cup quarterfinals, Russian club FC Rostov posted a banner featuring Haaland alongside the caption, «We gave up on him.»
The message referenced comments made in 2020 by sporting director Alexey Ryskin, who said the club had considered signing the Norwegian striker when he was a teenager but ultimately decided against paying the requested €2.5 million transfer fee.
Today, Haaland is widely regarded as one of the world’s best strikers, with an estimated market value of about €200 million.
