Erling Haaland, the prolific striker for Manchester City and a prominent figure in international soccer, is reportedly taking steps to safeguard his personal brand and image. This effort extends to challenging an airline's use of his distinctive look, specifically his former hairstyle, for promotional purposes.
According to reports from the Norwegian publication VG, Haaland, alongside York Promotions Ltd., has commenced legal proceedings against Norwegian Air Shuttle ASA. The lawsuit centers on a social media update posted by the carrier.
Airline's Social Media Post Under Scrutiny
The airline's controversial post featured an image of one of its airplanes digitally altered to display a rendition of Haaland's recognizable ponytail, characterized by shaved sides—a style he has since changed. The accompanying caption read, "We've never looked more Norwegian."
While the specific social media post has since been removed, the legal matter is proceeding, with a hearing scheduled for October 9 in Oslo.
Eivind Hammer Myhre, a press officer for Norwegian Air, confirmed receipt of the lawsuit, stating, "It is true that we have received a lawsuit that we do not understand." Myhre further explained the airline's perspective, noting, "We, like almost all of Norway, have been involved in cheering on the national team this summer through a few spontaneous posts based on trends in social media."
Implications for Brand Protection in the Digital Age
The case highlights an evolving area of intellectual property and brand protection, particularly in the context of celebrity image rights. Public figures often seek to control how their likeness and unique attributes are utilized commercially, extending to elements as specific as a signature hairstyle.
However, the rapid nature of social media trends and the widespread practice of companies engaging with popular culture create a complex landscape. Businesses frequently participate in trending topics, sometimes leading to quickly created, photoshopped content. This legal challenge could potentially influence how companies approach such spontaneous marketing efforts, at least within Norway.
