Photographer David Yarrow's bold Viking-themed shoot of Norway's World Cup squad, featuring stars like Haaland and Odegaard, has sparked controversy. Critics label the imagery 'toxic and boyish,' but the article defends it as a playful, theatrical portrayal of modern athletes channeling historical warriors. It argues against stifling creative expression, emphasizing football's inherent 'laddishness' and the celebratory nature of the photos.

Some might assume the image is AI but the photographer, David Yarrow, explains to The Athletic how it came about

Erling Haaland and his Norway team-mates have been accused of 'chauvinism' and 'neo-Nazi' imagery for their World Cup photoshoot.

Norway’s Viking-themed squad photo for the 2026 World Cup has gone viral, blending sport and heritage in a cinematic shoot that’s being hailed as a bold new era in football team…

Photographer David Yarrow's bold Viking-themed shoot of Norway's World Cup squad, featuring stars like Haaland and Odegaard, has sparked controversy. Critics label the imagery…