The Norway men's national football team posed in full Viking costumes for a promotional team photo ahead of the 2026 World Cup [1, 2].
The image serves as a high-profile celebration of Norway's return to the global stage. The team has not qualified for a World Cup in 28 years [1].
British photographer David Yarrow arranged the shoot, which featured the squad against the backdrop of a Viking longship [1, 3]. The resulting image is titled “The Vikings Are Coming” and was designed to create a viral promotional moment for the tournament [1, 4].
Among the players appearing in the costume were star forwards Erling Haaland and Martin Ødegaard [1, 5]. The squad's preparation for the tournament follows a dominant qualifying campaign in which Norway won 100% of their qualifying matches [1].
The photo shoot took place in June 2026 [3, 1]. While the exact location of the shoot was not disclosed, the production focused on blending national heritage with the modern sporting ambitions of the team [1, 3].
Norway's qualification for the 2026 tournament marks a significant shift in the team's trajectory [3]. The use of historical imagery is intended to project strength, and unity as the team enters the competition [1, 4].
“The Vikings Are Coming”
By leveraging the cultural icon of the Viking, Norway is attempting to build a psychological brand of intimidation and heritage ahead of the 2026 World Cup. After nearly three decades of absence from the tournament, the team is using the global visibility of players like Haaland and Ødegaard to transition from underdogs to a feared competitor on the world stage.
