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Norway is making a bold statement as it returns to the World Cup after a 28-year absence, embracing its Viking heritage with a dramatic photo shoot and synchronized fan chants.
The team, led by stars Erling Haaland and Martin Odegaard, is leaning into the country's centuries-old history, donning authentic Viking attire and posing against a backdrop of a fjord.
The move has sparked excitement and debate, with some critics accusing the team of promoting a chauvinistic image.
Norway manager Stale Solbakken has defended the decision, saying the players and federation were positive about the idea, and he was 'average positive' about it.
The team's fans have also gotten in on the action, performing a synchronized 'Viking row' chant in the stands, which is expected to catch the eye at the World Cup.
While some have praised the creativity and enthusiasm behind the Viking theme, others have criticized it for romanticizing a period of Norwegian history marked by raids and pillaging.
Despite the controversy, the team is moving forward with its Viking-inspired campaign, which is set to raise funds for Norwegian charities through the sale of the team photo.
Norway's national team is embracing its Viking heritage as it prepares for its first World Cup appearance in 28 years, but not everyone is impressed