How did Erling Haaland go from a shy Norwegian striker to a 65 million Instagram followers global icon at one World Cup?

Then came the Viking row celebration, the Katz's Deli in New York, the Shrek comparison he posted himself, the story about ignoring Tom Holland's direct messages because he did not know who the actor was, and the colour-coordinated scrunchies that fans dissected across social media. A rap song he recorded as a teenager hit number one on Spotify Norway after DJ Kygo remixed it during the tournament.

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