Erling Haaland has had a surprise effect on the fashion industry after a picture alongside Noel Gallagher led to a strange rise in sales.
There is little doubt as to what kind of impact Haaland has managed to have on the pitch in his debut season in England, notching up 52 goals so far.
Most of the records in English football have already fallen his way with only Dixie Dean's 63 goals in a season record still yet to fall but very possible.
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So impactful have the Norwegian's goals been for Manchester City that they'd technically be fifth in the league without them, and instead they're eyeing up a quadruple.
As well as trophies for his club the 22-year-old could easily have a clean sweep of all the individual Player of the Season awards having already won the FWA's version, something Garth Crooks doesn't agree with.
His value in the transfer market has also skyrocketed thanks to his form and there isn't a player on the planet who is worth more than him.
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But it's not just on the pitch where his worth is massive but also when it comes to merchandise, and that's led to a surprise surge in sales for one item.
After City smashed then title rivals Arsenal last month, Haaland was pictured in the changing room alongside former Oasis frontman Gallagher, with the striker wearing nothing but his underwear.
Discount department store chain TOFS claim that since the picture of the former Borussia Dortmund star in his briefs was posted on social media, sales of the underwear have risen by 45%.
Boxer shorts are often preferred to Y-fronts these days but it seems that Haaland has the potential to inspire change back to the more traditional undergarment.
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TOFS chief merchandising officer Tracy Ford said, "Y-fronts have faced strong competition in the past from boxer shorts but Haaland has sparked a revival in interest in this traditional menswear staple."
There's a good chance that he picks the style of underwear for a reason considering how meticulously he seems to prepare to play.
The ex Molde star has a very strict routine when it comes to his sleeping arrangements to make sure he gets the best out of himself, whilst his dad's lasagne is also said to fuel him.
However fans were left in disgust at one of his meals recently when he appeared just to be dining on a whole load of baked beef livers after a game against Everton.
Featured Image Credit: Alamy/InstagramTopics: Football, Manchester City, Erling Haaland, Premier League