Norway’s national football team Viking portrait slammed as “appalling and petty”

A promotional portrait of Norway’s men’s national football team dressed as Vikings has drawn sharp criticism from cultural editors and photographers, who dismiss it as poorly executed and lacking artistic merit, Dagbladet reports.

Bernhard Ellefsen, culture editor at Morgenbladet, called the image “incredibly poor and petty,” questioning why the players were posed in “such ridiculous costumes” against a digitally altered backdrop of Gudvangen. “The more you embrace this Viking project, the more it becomes a parody,” he said.

Photographer Morten Krogvold condemned the technical execution, describing it as “a rather poor group portrait” devoid of energy. “They stand stiff as if waiting for the shot to end. There’s no spark in them,” he said, adding that the concept had overwhelmed the subjects: “The players are drowned out by the gimmick—too much spectacle, too little focus on the people.”

Krogvold was blunt about its artistic value: “This has nothing to do with art. It’s too far off, and the craftsmanship is weak.” He acknowledged, however, that proceeds partially benefit the Norwegian Childhood Cancer Society—a cause he “wholeheartedly applauds.”

Danby Choi, editor-in-chief of Subjekt, echoed the critique, labeling the image “trash” and “visual pollution.” While he understood its appeal abroad—where commentators have praised it as “possibly the greatest team photo ever”—Choi argued it straddles “a fine line between strong national pride and cringe.”

The portrait, priced from 100,000 NOK, has sold briskly despite the backlash. Gallery Fineart, which handles sales, declined to address the criticism but noted “tremendous global interest.” Director Rolf Stavnem deferred pricing questions to photographer David Yarrow, who told The Athletic he anticipated mixed reactions but aimed to evoke “a journey back to the Viking Age, as if setting sail for America.”

Attempts by Dagbladet to reach Yarrow for further comment were unsuccessful.