Haaland’s ponytail and shaved sides became closely associated with his image as a Manchester City forward and Norway international. The player has recently changed his hairstyle, but the disputed post reportedly used the look that helped make him instantly recognisable.
For modern footballers, that recognisability is part of a wider personal brand. Images, slogans and distinctive appearances can carry commercial value beyond the pitch, particularly when used by a company without an obvious formal partnership. However, the precise legal argument in this case remains unclear.
Myhre said the airline had been among those supporting Norway’s national team and had used short social media posts inspired by online trends.
“We, like almost all of Norway, have been involved in cheering on the national team this summer through a few spontaneous posts based on trends in social media,” Myhre added.
That defence appears to present the image as a light-hearted piece of football-related marketing rather than a deliberate commercial appropriation. Whether that explanation satisfies Haaland and his representatives will now be tested through the legal process.
A hearing is scheduled for 9 October in Oslo, where the dispute may begin to clarify the grounds of the action and the response available to the airline.
Until then, the episode offers another reminder that football’s biggest stars are also carefully managed commercial properties. A joke built around a famous hairstyle can travel quickly online-but the consequences may last much longer.