After a content creator went viral for her likeness to Norwegian soccer star Erling Haaland, she leaned into the moment in a way that would’ve made The Lions proud.
Emma Willman, a South Carolina-based influencer who specializes in hair and beauty content, has been re-creating a number of Haaland’s iconic looks, including his golden double braids and signature, slicked-back bun. The Haaland-inspired hair tutorials come after the 24-year-old posted a viral french braid “how-to” video in early June. It drew more than 1.3 million likes and 181,000 comments from not only hair enthusiasts and dedicated soccer fans, but soccer brands and the World Cup fan favorite himself. Score!
World Cup fans can’t get enough of Willman’s resemblance to the Norwegian soccer star.Emma Willman/Icon Sportswire/Getty Images
When it comes to the deluge of doppelgänger comments, Willman tells TODAY.com that she’s lovin’ it.
“It’s been so fun to see — especially to see all the fans in the comments. He’s definitely someone who has a lot of fun with what he does,” Willman says of the 25-year-old striker, who’s become a highly-memed internet fan-favorite for his antics both on and off the pitch. “I think it’s really special that I’m able to do the same thing.”
In her viral video, Willman shares simple, step-by-step instructions on how to french braid, parting her hair down the middle and effortlessly twisting strands into the finished look. Willman says that while she’s sporadically received quips about her resemblance to the Manchester City player, it wasn’t until the french braid video began circulating amid the World Cup tournament that the comparison really took off. And social media users couldn’t help themselves from pointing out what they felt was obvious.
“For as long as I’ve been on social media, a lot of people would make the comment here or there that I did resemble him, but it wasn’t to the point where I would say I really noticed,” Willman says. “I guess because of how well he’s playing and everything going on right now, I woke up and literally my video had went insanely viral overnight.”
Haaland — who scored two game-winning goals against Brazil, sending the five-time World Cup champs home — greenlit the comparisons with a simple comment of “Hi👍🏻.” The greeting alone drew more than 2.3 million likes.
Erling Haaland’s comment to Emma Willman.Instagram/Emma Willman
In a follow-up video from July 7, Willman re-creates Haaland’s bun and comes to terms with her celebrity lookalike.
“I’ll be so honest,” Willman says in the video. “I also see the resemblance.”
Haaland isn’t even the only big name who’s intrigued by the twinning. Brands got in on the action, too.
“There is nø way you two aren’t related,” Adidas wrote under one of Willman’s videos.
Modelo USA called on people to “check the family tree ASAP.”
Willman says that because Haaland is known for his “fabulous hair,” she’s been flattered by the comparisons. She adds that her newfound virality has been enjoyable, especially because she’s been able to learn more about the game, as well as about the striker and his fans.
“It’s been fun for me to play into it and get to know the fan base a little bit more, because that’s exactly what he would do,” Willman says. “He’s someone that I think everyone should look up to, especially with how well he’s playing and how he treats his reputation around the sport.”
The content creator says she’s headed to the England vs. Norway World Cup game on July 11 in Miami. And she’s hoping that she can finally meet her twin.
“I’m really excited about the trip and going to see the game in person and whatever is able to come from that,” Willman says. “If I did meet him, I think that that would probably be one of the highlights of my life.”
As for any hair tips that fans can use to get their own Haaland-ified locks, Willman recommends eating right, using rosemary hair oil and embracing your natural hair.
“I cannot compare my hair to as great as his is, of course,” Willman says with a laugh. “But I have been very big into embracing my natural hair lately … it’s so fun to have your natural hair texture out.”
