Synsam launches global collection with Erling Haaland
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While Denmark will, for once, be absent from this summer’s international tournament, Norway has experienced something of a national resurgence, charging through the qualification campaign for the 2026 World Cup, its first appearance since 1998.
The country’s standout figure is, without question, Erling Haaland.
At the same time, one of the Nordics’ largest optical groups, Synsam Group, with Profil Optik in Denmark as part of its portfolio, is taking a significant step onto the international stage through a new collaboration with the Norwegian star.
The partnership will see the launch of a collection of optical frames, sunglasses and sports eyewear focused on both performance and design, signed by Erling Haaland. It forms part of Synsam Group’s broader push into new international markets.
“It marks an important step into the international e-commerce market”
“We are extremely proud that Erling Haaland has chosen Synsam for his very first international product collaboration”
The collaboration will see the launch of a collection of optical frames, sunglasses and sports eyewear, focusing on both performance and design, signed by Erling Haaland. It forms part of Synsam Group’s broader expansion into multiple international markets.
The 25-year-old Norwegian striker requires little introduction. On and off the pitch, Haaland has become a global icon, holding the Premier League record for most goals in a single season, winning numerous titles, and building a fanbase of more than 40 million followers.
Håkan Lundstedt, chief executive and president of Synsam Group, says:
“We are extremely proud that Erling Haaland has chosen Synsam for his very first international product collaboration under his own name. As a leading player in the Nordic optical market, Synsam stands for innovation and a strong focus on fashion, making this a match made in heaven.
At the same time, it marks an ambitious step for Synsam and an important move into the international e-commerce market. It is a unique opportunity for us to test new sales channels directly in the market.”
Haaland adds:
“I have followed Synsam for a long time and have always liked their style, so it felt natural to work together. It has been a great experience being involved and contributing to the collection. I am very pleased with how it turned out and look forward to presenting it with fans, teammates, and Synsam’s customers.”
The collection launches on 26 May.
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