Norway’s first men’s World Cup appearance since 1998 has created an immediate surge of interest. The report says demand for the red home shirt has outstripped supply, with delivery problems leaving supporters struggling to find stock.
Stores that did receive shirts reportedly faced long queues, while shelves were cleared within minutes. For fans who have waited decades to see Norway back on football’s biggest stage, the shirt has become more than merchandise: it is a symbol of a remarkable return.
Klaveness acknowledged the uncertainty around the problem, reportedly saying: “Whether it is demand that has surprised or the production of shirts, we'll have to find out.”
Erling Haaland’s popularity has helped push demand beyond Norway. The forward is already one of the most recognisable players in world football, and his late goal against Ivory Coast reportedly secured Norway’s place in the knockout rounds.
That combination - a historic tournament run and a global star leading the line - is a perfect recipe for a kit boom. Supporters abroad may want the same shirt worn by Haaland, while Norwegian fans are seeking a visible connection to a team exceeding expectations.
The shortage also illustrates how quickly football success can outpace commercial planning. A tournament campaign can transform a national team’s profile in a matter of days, leaving retailers and manufacturers scrambling to respond.
The next challenge is considerably larger. Brazil brings immense tournament pedigree and global attention, meaning a Norwegian victory would likely intensify interest in the shirt still further.
For now, Norway’s supporters are waiting for both deliveries and another historic result. By kickoff, the red kit may remain difficult to find - but if Norway defeats Brazil, demand could reach an entirely different level.