Norway's men's national football team dressed as Viking warriors for a promotional photoshoot beside a fjord before departing for the World Cup.
The event marks a significant milestone for the team as they prepare for their first appearance in the men's FIFA World Cup since 1998 [1]. The shoot, titled “The Vikings Are Coming,” serves to generate promotional hype for the tournament and celebrate the squad's return to the global stage.
British photographer David Yarrow captured the images, which feature the entire squad wielding swords and shields against a traditional Norwegian fjord backdrop [1], [2]. High-profile players, including Erling Haaland and Martin Ødegaard, participated in the themed session [2], [3].
The imagery leans into Norway's ancestral history to project strength and readiness. By utilizing the dramatic landscape of the fjords, the team aimed to create a visual identity that connects their modern sporting ambitions with their national heritage [1], [4].
While the photoshoot was designed to build excitement, it also drew varied reactions online. Some observers praised the creativity of the campaign, while others criticized the presentation [3]. Despite the mixed reception, the team continues its preparations for the tournament, leaning on the momentum of their qualification after nearly three decades of absence from the event [1].
“The Vikings Are Coming”
The use of historical Viking imagery is a strategic attempt by the Norwegian Football Federation to build a brand of intimidation and national pride. After a 28-year drought from the World Cup, the team is leveraging its star power—specifically Haaland and Ødegaard—to transition from perennial underdogs to a recognized global threat.
