​Official retailers across Europe have run completely out of Norwegian national football team jerseys ahead of Saturday’s World Cup quarter-final between England and Norway. The Norwegian Football Association (NFF) says it greatly underestimated the demand for the kits, which have been consistently out of stock at Nike and other shops since their March launch.
Feverish interest in players such as Erling Haaland, boosted by Norway’s victory over Brazil, has left shops overwhelmed as soon as fresh kits arrive. Some fans have even camped out overnight to secure a purchase, underscoring the intense enthusiasm surrounding Haaland, the Manchester City striker, which has helped drive demand for the jerseys.
Demand is described by commercial director Runar Pahr Andresen as “well beyond the forecasts,” with orders reaching a record high this year. Retailers reportedly ordered around 250,000 jerseys in 2026, compared with about 50,000 in the same period last year, according to Andresen speaking to the BBC.
In Oslo, Torshov Sport received a fresh batch of Norwegian national team jerseys on Tuesday, triggering queues stretching around the block ahead of Wednesday’s trading. Local reporters estimated the line at roughly 600 metres, winding through several streets. Some dedicated fans brought chairs to sit for up to 12 hours while waiting. Store manager Anders Lilleberg told VG that the atmosphere was extraordinary: “I’ve been here for many years, but I’ve never encountered the kind of atmosphere that is there now. It’s absolutely wild.” The shop has since opened registrations for the next kit drop, though there is no guarantee all jerseys will arrive in time for Saturday’s crucial match.
Andresen noted that while they would have preferred more jerseys to be available, manufacturing volume is planned far in advance. He commented that scaling up production significantly during an ongoing World Cup is a challenge. He also told TV2 that the association had “never made more money” from jersey sales than at present.
The official national jersey—red with the blue cross of the Norwegian flag—has been sold out at Nike and several other retailers for weeks. A Nike spokesperson told the BBC they recognise fans’ disappointment and are working to improve stock availability. Additional deliveries of the Norway Home Match and Stadium jerseys are expected to reach Norway soon, followed by broader availability thereafter.
Nevertheless, some fans are taking matters into their own hands, paying inflated prices to secure a jersey. The Nike Norway 2026 Stadium Home Jersey previously carried a retail price of £89.99 ($100). In the run-up to Saturday’s match, demand remains at levels far exceeding forecasts, and the supply situation continues to evolve as new shipments arrive.