​Erling Haaland seems to be enjoying the World Cup like never before. The Norway striker followed up two goals against Brazil with a relaxed grin, joking that he’s surprised to have come out on top. Throughout the tournament, Haaland has looked like two different people in one: on the field he remains the imposing “Striking Viking,” a 6-foot-4 force who charges at defenders with the ferocity of a marauding berserker. Off the pitch, he’s posting selfies with Shrek, trying on a Southern drawl, and generally behaving more like a very tall guy who’s having the best summer of his life than like one of the globe’s most accomplished athletes.
As expected, the internet has fallen in love. But there’s more to the story here than an athletically gifted player showing a surprisingly playful side. Norway’s remarkable World Cup run—first qualifying for nearly three decades and then advancing to the semifinals—offers a broader lesson, according to Brad Stulberg, a performance coach, professor at the University of Michigan, and author of The Way of Excellence. He argues that Haaland’s memes and mood provide a useful counterpoint to the notion that greatness must be born from pain. I spoke with Stulberg about what Haaland’s online persona can reveal about Norwegian athletic success, why there’s a longstanding American suspicion of fun in sports, and whether any of this would matter if Norway weren’t on a winning streak. This interview has been edited and condensed for clarity.
Aymann Ismail: Erling Haaland appears to be having the most fun at the World Cup. He’s deliberately silly, endlessly meme-ready, posting amusing selfies to Snapchat, and then he’ll go on to knock out Brazil with two goals. What do you think explains that?
Brad Stulberg: There’s a moment to point to—Haaland in Dallas wearing a cowboy hat and boots, followed by the Viking Row celebration with Team Norway after games, the huge smile on his face. It’s obvious: the guy is having a blast while doing something you’d expect to see in a youth game, not in a World Cup setting. Imagine Michael Jordan and the Bulls in the heat of the playoffs, just after a win, strolling to half-court and striking a celebratory pose. That’s not what you see from a team that’s all business and retreating to the locker room. The Jordan ethos is that greatness requires hardship, that everything must be serious, that you must be perpetually angry. Haaland, by contrast, embodies a different script: a mix of innocence, joy, and confidence, all while performing at the highest level. The meme-worthy idea of “Imagine being chased by Haaland” sits uneasily next to the image of him donning a Viking helmet and giving candid, playful interviews. He’s genuinely having a blast, and that blend of hunger and happiness has been a compelling part of this World Cup narrative.
My wife even started following him on Snapchat, and she was amused when he answered a fan who asked about his gender with, “My dad is a boy and my mom is a girl. I am a mix. Xoxo 💋.” It’s a small, endearing moment that underscores how approachable and lighthearted he can seem, even as he looks like a world-class athlete with a laser focus on performance. The magnetism isn’t just about his skill; it’s about the sense that he’s enjoying the game to the fullest, and that joy is infectious.