Demand from fans has far exceeded expectations, commercial director Runar Pahr Andresen said, noting that orders have reached record levels this year. Retailers have requested around 250,000 jerseys, up from about 50,000 during the same period last year, he told the BBC.
When Torshov Sport in Oslo received a new shipment of Norway national team shirts on Tuesday, lines formed around the block ahead of Wednesday’s sales. Local reporters estimated the queue stretched roughly 600 meters and wound through several streets, with some devoted supporters bringing chairs and waiting up to 12 hours.
Store manager Anders Lilleberg told Norwegian outlet VG the energy was unprecedented, saying he had never experienced anything like the current atmosphere.
The shop is now inviting fans to register for the next kit drop but can’t guarantee delivery in time for Saturday’s big match.
Andresen added that, while they would have liked more jerseys to be available, production is planned well in advance, and significantly ramping up manufacturing during an ongoing World Cup is challenging.