Overview
- Tatum attended the Norway vs. France match on Friday, June 26, wearing a long blond wig and a Norway jersey to blend with fans who had dressed as Erling Haaland.
- The appearance was a live continuation of Nike’s recent short film that cast Tatum as a Haaland lookalike for the brand’s World Cup campaign.
- Erling Haaland reacted positively to Tatum’s transformation in a June behind‑the‑scenes clip, and Tatum spent time taking selfies, joining chants, and signing autographs with supporters.
- Norway’s coach Ståle Solbakken kept Haaland on the bench to rest him for the knockout stage, and France won the match 4-1 while Norway still advanced as Group I runner-up.
- The episode shows how celebrity marketing can cross into real‑time sports fandom and amplify on social media, raising questions about the line between promotion and live‑event culture.