Erling Haaland Turns Hair Tie into Multi‑Million Dollar Business

Norwegian striker Erling Haaland has become a shareholder in Bon Dep, the owner of the KKNEKKI hair‑elastic brand. By investing in the company and co‑creating a "Haaland Edition" line, he has transformed a simple accessory that he has long worn on the field into a lucrative global product.

The partnership moves beyond traditional endorsement deals: Haaland participates in the brand’s growth and profit, leveraging his worldwide visibility to drive sales beyond Europe and into new markets. The venture exemplifies a broader shift among elite athletes, who are increasingly seeking equity stakes and long‑term income streams rather than one‑off advertising fees.