Erling Braut Haaland has shifted to a “buzzcut” hairstyle, a move that stylist Jan Thomas says demonstrates the athlete is “much more than his hair.” Despite Haaland’s role as a co-owner and face of the hair-tie brand Kknekki, the company Bon Dep reported revenues exceeding 180 million kroner in 2025 and remains confident in its market position regardless of the striker’s new look.
Bon Dep Revenue and the Kknekki Business Model
The Norwegian company Bon Dep, which sells Kknekki hair ties, recorded turnover of over 180 million kroner in 2025. According to the company, these hair ties account for a significant portion of their earnings. Erling Braut Haaland entered the ownership side of the business in 2024, stating in a press release at the time that he had used the products for several years.
Hedda Engelhardt Davidsen, the marketing manager at Bon Dep, told NRK that the company is not concerned about Haaland’s transition to a shorter hairstyle. Davidsen noted that Haaland already proved the product’s reliability “when it really matters” and that the brand has successfully reached a larger international audience through his association.
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The “Buzzcut” Trend and Global Influence
Stylist and TV personality Jan Thomas describes Haaland’s new look as a “buzzcut,” a style he notes has been trendy periodically throughout history. Thomas told NRK that the move is “bold” and “becoming” on the Manchester City forward, suggesting that Haaland’s identity is built on talent rather than just his appearance.
Thomas predicts the style will trigger a wider trend among youth. He observed that many teenagers in Norway currently wear a middle-part style, and he expects a shift toward the buzzed look as others copy the striker. However, Thomas warned that the style does not suit everyone, stating, “There are those who suit it, and then there are those who do not.”
Footballers as Commercial Haircare Icons
The intersection of professional football and grooming has a documented history of driving consumer behavior. Jan Thomas cited David Beckham as the primary example, noting that when Beckham changed his hair, the rest of the world followed, leading to massive commercial deals. In Norway, Morten Gamst Pedersen served a similar role roughly 15 years ago, with his image frequently appearing in hair salon advertisements.
Current Norwegian national team players continue to hold high market value for grooming brands. Thomas mentioned that players like Haaland and Ødegaard are highly sought after as models for haircare lines due to their immense global influence.
Comparison of Athlete Influence on Grooming
| Athlete | Impact Area | Commercial Result |
|---|---|---|
| David Beckham | Global hair trends | Massive global commercial agreements |
| Morten Gamst Pedersen | Norwegian salons | Widespread local advertising presence |
| Erling Braut Haaland | Accessories/Buzzcuts | Co-ownership of Bon Dep (Kknekki) |
Frequently Asked Questions
Does Haaland still own Kknekki after cutting his hair?
Yes. Haaland became a co-owner of Bon Dep, the company selling Kknekki hair ties, in 2024.
How much did Bon Dep earn in 2025?
According to company data, Bon Dep’s turnover exceeded 180 million kroner in 2025.
What is the “buzzcut” trend?
It is a very short hairstyle achieved with clippers, which Jan Thomas describes as a recurring trend in men’s fashion.
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