Social media influencer Emma Kate Willman has found herself at the centre of an unexpected trend, as fans have begun to liken her to Norwegian football superstar Erling Haaland. Since the commencement of the 2026 FIFA World Cup in June, Willman’s social media channels have been inundated with comments drawing similarities between her hair-styling content and the famed athlete.
:max_bytes(150000):strip_icc():format(jpeg)/Emma-Kate-Willman-Erling-Braut-Haaland2-7826-dec290cc0b944f2aa548f7c4397ac806.jpg)
The 24-year-old from Charleston, known for her creative takes on braids and ponytails, initially reacted with surprise to the flood of comparisons. Willman’s resemblance to the 25-year-old striker has led many to playfully refer to her as Haaland’s “long-lost sister.” Instagram users have taken to addressing her as if she were the footballer himself, commenting on her videos with phrases like, “Good performance tonight mate,” and “Your casual run up to the shot for the 2nd goal was insane, good luck against England!”
In a light-hearted response to the comparisons, Willman shared a video on July 5, joking about the idea of being a doppelgänger for a male football player. “No offence to Haaland at all, but I am very much just a little girl from Charleston,” she quipped, embracing the unusual comparison while maintaining her own identity.
The likeness between the two is accentuated by their shared choice of hairstyle; both often pull back their light hair into braids. Seizing the moment, Willman has participated in the fun by recreating some of Haaland’s iconic hairstyles, including the double braids and his signature “Haaland bun.” These playful imitations have only heightened the public’s interest in the ongoing joke.
The situation took a turn for the surreal when Haaland himself commented on one of Willman’s French braid tutorials, which she prominently pinned to the top of her Instagram profile. With over 146,000 followers, her audience has swelled during the World Cup mania, while she attracts a further 414,000 followers on TikTok. Haaland’s comment—a straightforward “Hi👍🏻”—sparked an overwhelming response, receiving over 2 million likes as fans revelled in his playful engagement with the comparison.
Reflecting on the unexpected attention, Willman described the experience as “so surreal.” She expressed gratitude for the enthusiasm surrounding the online interaction. “I never expected braiding my hair to turn into millions of people comparing me to Erling Haaland,” she remarked, acknowledging the unpredictable nature of content creation and the joy it can bring.
Willman, who collaborates with Dulcedo Management, has embraced her newfound status and the community it has fostered. She appreciates the humour derived from the situation, stating, “It’s been amazing to watch the internet have so much fun with it, and seeing Erling comment on my video made the whole thing feel even more unreal.”
This weekend, Willman plans to attend the match where Norway will face England, raising the possibility of a serendipitous meeting with her footballing “twin.” She mused, “It would be pretty funny if our paths crossed in real life after all of this.”
As both personalities continue to charm audiences in their respective fields, the playful crossover between women’s hair-styling and men’s football highlights the delightful ways in which social media can bridge unexpected connections, sparking joy and light-hearted fun among fans and creators alike.