With the World Cup quarter-final between England and Norway set to take place this Saturday, excitement has reached a fever pitch, but many fans are finding themselves without the team's official jersey. Retailers across Europe have completely sold out of the Norwegian national football team's kits, with the Norwegian Football Association (NFF) admitting they severely underestimated the surging demand. Since their launch in March, the jerseys have remained consistently unavailable at Nike and other major outlets.
A Surge Driven by Haaland Fandom
The overwhelming interest is largely attributed to the immense popularity of Manchester City striker Erling Haaland. Runar Pahr Andresen, the commercial director at the NFF, stated that fan demand has exceeded all previous forecasts, resulting in a record number of orders this year. The phenomenon has turned the simple act of buying a jersey into a competitive challenge.
Queues Stretching for Blocks
At Torshov Sport in Oslo, the arrival of a new batch of jerseys on Tuesday caused a sensation, with massive queues forming before the store opened on Wednesday. Local reporters noted that the line stretched approximately 600 metres, winding through several city streets. Some devoted supporters even brought chairs to wait for up to 12 hours to ensure they were at the front of the line. Store manager Anders Lilleberg described the atmosphere as incredibly intense and unlike anything he has experienced in his many years of retail. Currently, the store is asking fans to register for upcoming restocks, though they cannot guarantee that stock will arrive in time for the high-stakes match on Saturday.
Unprecedented Sales Figures
Andresen noted that the association is seeing record-breaking revenue from jersey sales this year. The current order volume of approximately 250,000 kits is a massive increase compared to the 50,000 units sold during the same period last year. The classic red home jersey, featuring the blue cross of the Norwegian flag, has been unavailable for weeks. A representative for Nike expressed awareness of the frustration among fans, stating that they are working hard to improve stock levels. Further shipments of the Norway Home Match and Stadium jerseys are expected to arrive shortly, promising broader availability soon.
The High Cost of Resale
In the absence of official stock, many fans have turned to the secondary market, where prices have soared to extreme levels. The Nike Norway 2026 Stadium Home Jersey, which originally retailed for £89.99 ($100), is now being listed for as much as £355 ($476) on various resale websites. Similarly, the blackout stadium away jersey, also priced at £89.99 ($100) at launch, is now finding buyers at prices around £231 ($310) before taxes and shipping are even factored in.
The Road to the Quarter-Finals
Norway has fought hard to reach this stage, having defeated Iraq, Senegal, Ivory Coast, and most recently Brazil. The much-anticipated quarter-final match against England is scheduled for Saturday at the Hard Rock Stadium in Miami, with kickoff set for 22:00 BST (17:00 EST).
