The Norwegian men's national soccer team has embraced the country's ancient history by posing in authentic Viking attire ahead of its return to the World Cup for the first time in 28 years.
The promotional campaign featured players wielding Viking-era weapons and shields against a backdrop of longboats and a fjord.
The shoot was orchestrated by British photographer David Yarrow and commissioned by the Norwegian Football Association (NFF) to celebrate the team's tournament qualification.
Star forward Erling Haaland shared the team photograph on social media alongside an image of his father competing in the 1994 World Cup.
Funds raised from sales of the themed team photo will be donated to Norwegian charities.
The campaign received strong support from fans but drew criticism from commentators who associated the imagery with historical raiding and modern extremist symbols.
Norway manager Stale Solbakken addressed the team's involvement during a press conference on June 15, 2026, ahead of their opening match against Iraq in Foxborough, Massachusetts.
"It was an ask or a question from the (photographers)," said Solbakken. "The players wanted me to do it.
They were positive. The federation was positive.
And I was average positive. And then we did it."
Supporters are also bringing the historical theme to stadiums in Foxborough and New Jersey through a synchronized "Viking row" routine.
Meanwhile, fans in New York City have gathered at a local Nordic bar to support the national team's campaign.
"We have that flag extra high," said Kristine Gutierrez, general manager and fan.
"Watching the World Cup is about bringing all your friends and doing something together, and getting wild and letting loose and making friends from strangers."
The establishment is hosting watch parties throughout the tournament as Norway prepares for its upcoming Group stage matches.
"We can go all the way," said Gutierrez.
"I am going to be a foolish dreamer because foolish dreamers are the ones who sometimes get things done.
We can go all the way."
Norway is scheduled to play its group stage match against Senegal at New York New Jersey Stadium on June 22, 2026.
