Is Erling Haaland responsible for the 50-per-cent jump in hair-tie sales on Galaxus?
Has World Cup star Erling Haaland sparked a hair-bobble boom? Figures published by Galaxus reveal that year-to-date sales of hair ties are up roughly 50 per cent compared to the same period last year. Haaland’s brand Kknekki has also seen a fivefold increase on Galaxus within three years.
Demand for hair ties has grown significantly on Galaxus in recent years. By 2025, sales had already started skyrocketing, with customers buying 55 per cent more hair bobbles than they did in 2024. In 2026, that growth is showing no signs of stopping. So far this year, Galaxus customers have ordered 51 per cent more hair ties than during the same period last year.
Was star striker Erling Haaland the catalyst for this trend? In 2024, the Norwegian footballer invested in hair-tie manufacturer Bon Dep (article in German), the company behind the Kknekki brand. Haaland flaunts his hair bobbles both on and off the pitch (article in German).
At the same time as he invested, Kknekki’s Galaxus market share went through the roof. While the brand accounted for ten per cent of hair-tie sales in 2023, it now makes up nearly 50 per cent.
Meanwhile, former top dogs Invisibobble and DailyGo are forfeiting market share. However, a glance at the absolute figures reveals that DailyGo sold roughly the same number of hair ties in 2025 as it did in 2024. Invisibobble actually increased its total sales by about 20 per cent between 2024 and 2025, even though its market share declined.
Influencers are bound to be driving the hair-bobble craze too, as are fashionable hairstyles requiring hair ties (website in German). Now, if you think Erling Haaland has convinced more men to suddenly start wearing ponytails or buns, you’re mistaken. Before Haaland invested in Kknekki, about a third of hair ties purchased on Galaxus were ordered by men – a slightly higher proportion than today’s figure.
What do you think? Is the hair-tie craze mainly down to Erling Haaland?
A soft spot for good series, loud music, science fiction and (second division) football. As PR Manager, I am available to answer journalists' questions about Galaxus and honest e-commerce.
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