Erling Haaland arrived at the World Cup as a fearsome striker. He will leave as one of its most entertaining personalities.
The Norwegian forward has offered a refreshing alternative to the typical media-trained athlete, creating a new generation of fans with his irreverent and authentic approach.
Haaland runs his own social media accounts, documenting his travels and daily life rather than posting scripted content. His millions of followers see a 25-year-old experiencing the US, from eating at New York's Katz's Delicatessen to attempting a Southern drawl.
His off-field interests are equally unique. Haaland is an avid collector of Hermès Birkin bags, a hobby that has fascinated fashion commentators and fans alike.
The striker is famously self-aware. He has compared himself to Shrek and once embarrassingly admitted to ignoring a direct message from actor Tom Holland because he didn't know who Spider-Man was.
Haaland appears to be genuinely having fun at the tournament. After Norway's success, he joined supporters in Viking row celebrations. When asked about a match against France, he gave a characteristically blunt answer, stating Norway would "probably win" before conceding France would "probably win the whole thing."
At a World Cup full of polished soundbites, Haaland's unscripted moments are a standout.