Nike shuttered the doors to its NikeTown London store earlier this week to officially welcome Erling Haaland to the brand after announcing their new relationship last week.
Erling Haaland has put a stop to one of the longest-running sagas in recent World Football history when he signed a new contract with Nike, putting any suspicions of a possible deal with adidas or PUMA to rest. With the new agreement in place, the Swoosh has been quick to roll out the red carpet for its newest star, bringing him to NikeTown London to make his official debut in front of a limited crowd.
Haaland arrived at the store to collect his ‘Luminous Pack’ Phantom GX boots, followed by a Q&A session in front of the crowd, organised by former Lioness Alex Scott.
The Manchester City striker’s new contract is reportedly worth around £20 million per year, rivalling Neymar’s £23 million per year from PUMA and Messi’s £18 million per year from adidas, as well as surpassing Cristiano Ronaldo’s £15 million per year from Nike.
The contract is expected to last more than a decade and was signed so Haaland could mimic his hero Ronaldo as the “new face of No9”. Nike designed the tag “FORCE 9” based on his description as a force of nature, with the “E” given further importance to make E9, putting him firmly in position to successor R9, who retired in 2011. “His record-breaking scoring has put a stamp on the future of the game, and makes him the heir to number 9 — the next-generation striker,” read the Nike statement on his signing.
According to reports, Haaland was interested in discussing how a footballer may explore his image rather than merely going to the highest bidder, which played a significant role in his decision. Nike claims an innovative strategy, which appears to be based on his commitment to overall fitness, as evidenced by his famous celebrations. “Haaland’s commitment to holistic fitness and mental health contribute to his success, boosting his strengths on pitch: goal-scoring instinct, power, positioning, pace and precision.”
The relationship promises more “creative” experiences, and Haaland is said to be enthused about Nike’s intentions for him. While we fully anticipate to see some signature boots in the near future, this collaboration has the potential to take off in some really fascinating directions.
