Synsam Launches Extensive Haaland Collection Ahead of the Summer World Cup - 999 Limited-Edition Sports Glasses Released

The limited-edition glasses will be available from today, June 9 at 09:00, in selected Synsam stores and through Synsam's e-commerce platforms in the company's core markets. Each pair is delivered in a specially designed premium box, lined with velvet and adorned with Erling Haaland's printed signature. The box also includes a numbered Limited Edition card marked X/999, a cleaning cloth, and both a soft and a hard eyewear case. The price for the gold frames is SEK 9,999. Other frames in the broader collection for men, women, youth, and children start from SEK 1,399.

Exclusive Launch Ahead of the Summer World Cup
The limited-edition model is a further development of the Erling Haaland Eyewear Collection™, which was launched earlier this spring through a collaboration between Synsam and the Norwegian football star.

"The World Cup is special for every player. Of course football is always the main thing, but during moments like this it's also nice to show a bit more of your personality away from the pitch as well," says Erling Haaland.

Secure Fit and Visual Comfort
The sports glasses have been developed with inspiration from the world of sports and designed with a focus on functionality and performance during physical activity. The glasses are made from patented "unbreakable" material and feature polarized lenses with UV400 protection. The design is intended to provide a secure fit and maintain visual comfort under varying light conditions.

Launch During a Year When the World's Attention Is on Football

"This limited-edition collection has been created as a tribute to one of the world's most celebrated football players during a year when global attention is focused on football. We are pleased to offer our customers a unique product in a limited edition," says Håkan Lundstedt, President and CEO of Synsam Group.

Limited Edition Facts

• 999 numbered pieces
• Gold-colored sports glasses made from patented "unbreakable" material
• Polarized lenses with UV400 protection
• Delivered in a specially designed premium box with a numbered card, cleaning cloth, and both a soft and a hard eyewear case
• Sales start: June 9 at 09:00
• Available in selected Synsam stores and through Synsam's e-commerce platforms in the company's core markets and synsam.com
• Price: SEK 9,999 - starting price for other products in the collection is SEK 1,399

About the Erling Haaland Eyewear Collection™
The Erling Haaland Eyewear Collection™ includes a total of 64 models across optical frames, sunglasses, and sports glasses. The collection is designed for women, men, youth, and children, combining Scandinavian design with functionality and performance. The design language is clean and versatile, featuring both classic and more trend-driven expressions suitable for a variety of settings. Starting price: SEK 1,399.

About Erling Haaland
The 25-year-old Norwegian striker Erling Haaland plays for Manchester City and is one of the world's leading football players. He is known for his speed and goal-scoring ability and has broken several records, including the Premier League record for the most goals scored in a single season. Off the pitch, he is a global style icon with more than 40 million followers across social media platforms.

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